Exploratory Data Analysis (EDA)¶

Highlights¶

  • Violin plots were omitted since no real insights were seen.
  • Outlier detection and cleaning
    • After narrowing the scope to only Social channels, most extreme outliers were dropped instantaneously.
    • Z score method - omitted (got rid of all rows).
    • IQR method - omitted (got rid of all rows early on in the weeks).
    • Reasonable maximum was used to remove remaining outliers.
  • Primary learning objectives
    • Optimal number of creatives per funnel + publisher.
      • Publisher 3 and 4 seem to be the most influential for all but CTR KPIs. One thing to experiment with is increasing the number of creatives at a specific funnel and publisher in an attempt to increase a certain KPI. For instance, if trying to increase sales CVR, increasing the number of creatives in the LF using publisher 1, 12 and 5 could prove useful.
    • Impact of number of creatives in market on performance.
      • On average, the number of creatives in market is highly positively correlated with KPIs.
  • Low observance categorical values were grouped into "Other" category.
In [ ]:
import pandas as pd
import numpy as np
import matplotlib.pyplot as plt
import seaborn as sns
import warnings

# Set graph style
sns.set()

pd.options.display.max_columns = None
warnings.filterwarnings('ignore')

%matplotlib inline
In [ ]:
data = pd.read_csv('C:/Users/saulc/OneDrive - University of Calgary/Classes/Econ 599 - OneDrive/KPI Project Data 0120_1221.csv')
labeled_data = pd.read_csv('C:/Users/saulc/OneDrive - University of Calgary/Classes/Econ 599 - OneDrive/labeled_data.csv')
In [ ]:
# Focus only on Social channel
social_data = data[data.channel == 'Social'].drop(columns=['channel', 'size'])
labeled_social_data = labeled_data[labeled_data.channel == 1].drop(columns=['channel', 'size'])
print(f'Number of creative observations dropped: {len(data) - len(social_data)}')
Number of creative observations dropped: 10819
In [ ]:
print(social_data.shape)
social_data.head()
(2452, 628)
Out[ ]:
Creative ID funnel publisher lob product theme kpi_audience creative_versions price price_placement discount offer_placement offer_group asset_type video_type length 2019-12-30-Spend 2020-1-6-Spend 2020-1-13-Spend 2020-1-20-Spend 2020-1-27-Spend 2020-2-3-Spend 2020-2-10-Spend 2020-2-17-Spend 2020-2-24-Spend 2020-3-2-Spend 2020-3-9-Spend 2020-3-16-Spend 2020-4-13-Spend 2020-4-20-Spend 2020-4-27-Spend 2020-5-4-Spend 2020-5-11-Spend 2020-5-18-Spend 2020-5-25-Spend 2020-6-1-Spend 2020-6-8-Spend 2020-6-15-Spend 2020-6-22-Spend 2020-6-29-Spend 2020-7-6-Spend 2020-7-13-Spend 2020-7-20-Spend 2020-7-27-Spend 2020-8-3-Spend 2020-8-10-Spend 2020-8-17-Spend 2020-8-24-Spend 2020-8-31-Spend 2020-9-7-Spend 2020-9-14-Spend 2020-9-21-Spend 2020-9-28-Spend 2020-10-5-Spend 2020-10-12-Spend 2020-10-19-Spend 2020-10-26-Spend 2020-11-2-Spend 2020-11-9-Spend 2020-11-16-Spend 2020-11-23-Spend 2020-11-30-Spend 2020-12-7-Spend 2020-12-14-Spend 2020-12-21-Spend 2020-12-28-Spend 2021-1-4-Spend 2021-1-11-Spend 2021-1-18-Spend 2021-1-25-Spend 2021-2-1-Spend 2021-2-8-Spend 2021-2-15-Spend 2021-2-22-Spend 2021-3-1-Spend 2021-3-8-Spend 2021-3-15-Spend 2021-3-22-Spend 2021-3-29-Spend 2021-4-5-Spend 2021-4-12-Spend 2021-4-19-Spend 2021-4-26-Spend 2021-5-3-Spend 2021-5-10-Spend 2021-5-17-Spend 2021-5-24-Spend 2021-5-31-Spend 2021-6-7-Spend 2021-6-14-Spend 2021-6-21-Spend 2021-6-28-Spend 2021-7-5-Spend 2021-7-12-Spend 2021-7-19-Spend 2021-7-26-Spend 2021-8-2-Spend 2021-8-9-Spend 2021-8-16-Spend 2021-8-23-Spend 2021-8-30-Spend 2021-9-6-Spend 2021-9-13-Spend 2021-9-20-Spend 2021-9-27-Spend 2021-10-4-Spend 2021-10-11-Spend 2021-10-18-Spend 2021-10-25-Spend 2021-11-1-Spend 2021-11-8-Spend 2021-11-15-Spend 2021-11-22-Spend 2021-11-29-Spend 2021-12-6-Spend 2021-12-13-Spend 2021-12-20-Spend 2021-12-27-Spend 2019-12-30-Impressions 2020-1-6-Impressions 2020-1-13-Impressions 2020-1-20-Impressions 2020-1-27-Impressions 2020-2-3-Impressions 2020-2-10-Impressions 2020-2-17-Impressions 2020-2-24-Impressions 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2021-12-13-Impressions 2021-12-20-Impressions 2021-12-27-Impressions 2019-12-30-CTR 2020-1-6-CTR 2020-1-13-CTR 2020-1-20-CTR 2020-1-27-CTR 2020-2-3-CTR 2020-2-10-CTR 2020-2-17-CTR 2020-2-24-CTR 2020-3-2-CTR 2020-3-9-CTR 2020-3-16-CTR 2020-4-13-CTR 2020-4-20-CTR 2020-4-27-CTR 2020-5-4-CTR 2020-5-11-CTR 2020-5-18-CTR 2020-5-25-CTR 2020-6-1-CTR 2020-6-8-CTR 2020-6-15-CTR 2020-6-22-CTR 2020-6-29-CTR 2020-7-6-CTR 2020-7-13-CTR 2020-7-20-CTR 2020-7-27-CTR 2020-8-3-CTR 2020-8-10-CTR 2020-8-17-CTR 2020-8-24-CTR 2020-8-31-CTR 2020-9-7-CTR 2020-9-14-CTR 2020-9-21-CTR 2020-9-28-CTR 2020-10-5-CTR 2020-10-12-CTR 2020-10-19-CTR 2020-10-26-CTR 2020-11-2-CTR 2020-11-9-CTR 2020-11-16-CTR 2020-11-23-CTR 2020-11-30-CTR 2020-12-7-CTR 2020-12-14-CTR 2020-12-21-CTR 2020-12-28-CTR 2021-1-4-CTR 2021-1-11-CTR 2021-1-18-CTR 2021-1-25-CTR 2021-2-1-CTR 2021-2-8-CTR 2021-2-15-CTR 2021-2-22-CTR 2021-3-1-CTR 2021-3-8-CTR 2021-3-15-CTR 2021-3-22-CTR 2021-3-29-CTR 2021-4-5-CTR 2021-4-12-CTR 2021-4-19-CTR 2021-4-26-CTR 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(SV) 2021-8-2-CVR (SV) 2021-8-9-CVR (SV) 2021-8-16-CVR (SV) 2021-8-23-CVR (SV) 2021-8-30-CVR (SV) 2021-9-6-CVR (SV) 2021-9-13-CVR (SV) 2021-9-20-CVR (SV) 2021-9-27-CVR (SV) 2021-10-4-CVR (SV) 2021-10-11-CVR (SV) 2021-10-18-CVR (SV) 2021-10-25-CVR (SV) 2021-11-1-CVR (SV) 2021-11-8-CVR (SV) 2021-11-15-CVR (SV) 2021-11-22-CVR (SV) 2021-11-29-CVR (SV) 2021-12-6-CVR (SV) 2021-12-13-CVR (SV) 2021-12-20-CVR (SV) 2021-12-27-CVR (SV) 2019-12-30-CVR (BF) 2020-1-6-CVR (BF) 2020-1-13-CVR (BF) 2020-1-20-CVR (BF) 2020-1-27-CVR (BF) 2020-2-3-CVR (BF) 2020-2-10-CVR (BF) 2020-2-17-CVR (BF) 2020-2-24-CVR (BF) 2020-3-2-CVR (BF) 2020-3-9-CVR (BF) 2020-3-16-CVR (BF) 2020-4-13-CVR (BF) 2020-4-20-CVR (BF) 2020-4-27-CVR (BF) 2020-5-4-CVR (BF) 2020-5-11-CVR (BF) 2020-5-18-CVR (BF) 2020-5-25-CVR (BF) 2020-6-1-CVR (BF) 2020-6-8-CVR (BF) 2020-6-15-CVR (BF) 2020-6-22-CVR (BF) 2020-6-29-CVR (BF) 2020-7-6-CVR (BF) 2020-7-13-CVR (BF) 2020-7-20-CVR (BF) 2020-7-27-CVR (BF) 2020-8-3-CVR (BF) 2020-8-10-CVR (BF) 2020-8-17-CVR (BF) 2020-8-24-CVR (BF) 2020-8-31-CVR (BF) 2020-9-7-CVR (BF) 2020-9-14-CVR (BF) 2020-9-21-CVR (BF) 2020-9-28-CVR (BF) 2020-10-5-CVR (BF) 2020-10-12-CVR (BF) 2020-10-19-CVR (BF) 2020-10-26-CVR (BF) 2020-11-2-CVR (BF) 2020-11-9-CVR (BF) 2020-11-16-CVR (BF) 2020-11-23-CVR (BF) 2020-11-30-CVR (BF) 2020-12-7-CVR (BF) 2020-12-14-CVR (BF) 2020-12-21-CVR (BF) 2020-12-28-CVR (BF) 2021-1-4-CVR (BF) 2021-1-11-CVR (BF) 2021-1-18-CVR (BF) 2021-1-25-CVR (BF) 2021-2-1-CVR (BF) 2021-2-8-CVR (BF) 2021-2-15-CVR (BF) 2021-2-22-CVR (BF) 2021-3-1-CVR (BF) 2021-3-8-CVR (BF) 2021-3-15-CVR (BF) 2021-3-22-CVR (BF) 2021-3-29-CVR (BF) 2021-4-5-CVR (BF) 2021-4-12-CVR (BF) 2021-4-19-CVR (BF) 2021-4-26-CVR (BF) 2021-5-3-CVR (BF) 2021-5-10-CVR (BF) 2021-5-17-CVR (BF) 2021-5-24-CVR (BF) 2021-5-31-CVR (BF) 2021-6-7-CVR (BF) 2021-6-14-CVR (BF) 2021-6-21-CVR (BF) 2021-6-28-CVR (BF) 2021-7-5-CVR (BF) 2021-7-12-CVR (BF) 2021-7-19-CVR (BF) 2021-7-26-CVR (BF) 2021-8-2-CVR (BF) 2021-8-9-CVR (BF) 2021-8-16-CVR (BF) 2021-8-23-CVR (BF) 2021-8-30-CVR (BF) 2021-9-6-CVR (BF) 2021-9-13-CVR (BF) 2021-9-20-CVR (BF) 2021-9-27-CVR (BF) 2021-10-4-CVR (BF) 2021-10-11-CVR (BF) 2021-10-18-CVR (BF) 2021-10-25-CVR (BF) 2021-11-1-CVR (BF) 2021-11-8-CVR (BF) 2021-11-15-CVR (BF) 2021-11-22-CVR (BF) 2021-11-29-CVR (BF) 2021-12-6-CVR (BF) 2021-12-13-CVR (BF) 2021-12-20-CVR (BF) 2021-12-27-CVR (BF) 2019-12-30-Internet CVR (S) 2020-1-6-Internet CVR (S) 2020-1-13-Internet CVR (S) 2020-1-20-Internet CVR (S) 2020-1-27-Internet CVR (S) 2020-2-3-Internet CVR (S) 2020-2-10-Internet CVR (S) 2020-2-17-Internet CVR (S) 2020-2-24-Internet CVR (S) 2020-3-2-Internet CVR (S) 2020-3-9-Internet CVR (S) 2020-3-16-Internet CVR (S) 2020-4-13-Internet CVR (S) 2020-4-20-Internet CVR (S) 2020-4-27-Internet CVR (S) 2020-5-4-Internet CVR (S) 2020-5-11-Internet CVR (S) 2020-5-18-Internet CVR (S) 2020-5-25-Internet CVR (S) 2020-6-1-Internet CVR (S) 2020-6-8-Internet CVR (S) 2020-6-15-Internet CVR (S) 2020-6-22-Internet CVR (S) 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2021-3-15-Internet CVR (S) 2021-3-22-Internet CVR (S) 2021-3-29-Internet CVR (S) 2021-4-5-Internet CVR (S) 2021-4-12-Internet CVR (S) 2021-4-19-Internet CVR (S) 2021-4-26-Internet CVR (S) 2021-5-3-Internet CVR (S) 2021-5-10-Internet CVR (S) 2021-5-17-Internet CVR (S) 2021-5-24-Internet CVR (S) 2021-5-31-Internet CVR (S) 2021-6-7-Internet CVR (S) 2021-6-14-Internet CVR (S) 2021-6-21-Internet CVR (S) 2021-6-28-Internet CVR (S) 2021-7-5-Internet CVR (S) 2021-7-12-Internet CVR (S) 2021-7-19-Internet CVR (S) 2021-7-26-Internet CVR (S) 2021-8-2-Internet CVR (S) 2021-8-9-Internet CVR (S) 2021-8-16-Internet CVR (S) 2021-8-23-Internet CVR (S) 2021-8-30-Internet CVR (S) 2021-9-6-Internet CVR (S) 2021-9-13-Internet CVR (S) 2021-9-20-Internet CVR (S) 2021-9-27-Internet CVR (S) 2021-10-4-Internet CVR (S) 2021-10-11-Internet CVR (S) 2021-10-18-Internet CVR (S) 2021-10-25-Internet CVR (S) 2021-11-1-Internet CVR (S) 2021-11-8-Internet CVR (S) 2021-11-15-Internet CVR (S) 2021-11-22-Internet CVR (S) 2021-11-29-Internet CVR (S) 2021-12-6-Internet CVR (S) 2021-12-13-Internet CVR (S) 2021-12-20-Internet CVR (S) 2021-12-27-Internet CVR (S)
0 Creative 1 MF Publisher 1 LOB 1 Product 1 Theme 1 Audience 1 Creative 1 No Price NaN 0.0 NaN No offer Vid Stock :15 NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN $2 $3 $4 $4 $22 $853 $1,692 $1,394 $150 $3 $4 $7 $6 NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN 205 317 417 403 797 41,890 83,865 68,932 7,236 111 117 229 210 NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN 0.98% 1.58% 0.00% 0.00% 0.13% 0.43% 0.48% 0.43% 0.41% 0.90% 1.71% 0.00% 0.00% NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN
8 Creative 9 MF Publisher 3 LOB 1 Product 1 Theme 1 Audience 2 Creative 1 No Price NaN 0.0 NaN No offer Vid Stock :15 NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN $1,724 $3,344 $3,110 $3,327 $3,340 $3,529 $3,526 $3,518 $1,162 NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN 63,550 125,249 107,590 117,234 119,314 127,372 133,784 131,902 33,827 NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN 0.49% 0.35% 0.26% 0.27% 0.27% 0.26% 0.23% 0.24% 0.23% NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN 0.27% 0.15% 0.11% 0.12% 0.11% 0.09% 0.08% 0.10% 0.09% NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN 37.77% 35.93% 34.39% 17.91% 25.14% 21.20% 16.44% 25.02% 11.82% NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN 0.00% 0.00% 1.49% 0.17% 0.17% 0.16% 0.15% 0.15% 0.00% NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN
9 Creative 10 MF Publisher 4 LOB 1 Product 1 Theme 1 Audience 2 Creative 1 No Price NaN 0.0 NaN No offer Vid Stock :15 NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN $282 $529 $479 $458 $442 $632 $542 $574 $87 NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN 27,381 46,901 43,107 39,422 41,999 49,238 44,079 47,429 7,547 NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN 0.66% 0.57% 0.61% 0.58% 0.51% 0.58% 0.53% 0.54% 0.49% NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN 0.07% 0.10% 0.08% 0.09% 0.07% 0.04% 0.05% 0.04% 0.09% NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN 73.04% 68.23% 11.60% 12.68% 4.76% 4.06% 15.88% 27.41% 26.50% NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN 0.00% 0.00% 0.93% 1.01% 0.00% 0.00% 0.00% 0.00% 0.00% NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN
10 Creative 11 MF Publisher 5 LOB 1 Product 1 Theme 1 Audience 2 Creative 1 No Price NaN 0.0 NaN No offer Vid Stock :15 NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN $50 $88 $102 $110 $124 $131 $114 $106 $25 NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN 2,676 5,540 5,971 6,365 7,127 8,255 8,097 8,131 1,928 NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN 0.37% 0.36% 0.37% 0.22% 0.24% 0.23% 0.19% 0.20% 0.16% NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN 0.22% 0.09% 0.15% 0.06% 0.04% 0.02% 0.05% 0.18% 0.10% NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN 37.37% 0.00% 0.00% 0.00% 0.00% 12.11% 37.05% 24.60% 0.00% NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN
11 Creative 12 LF Publisher 5 LOB 1 Product 2 Theme 1 Audience 2 Creative 2 Price 1 NaN 0.0 NaN No offer Vid Stock :15 NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN $1 NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN 119 NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN 0.00% NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN 0.00% NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN 0.00% NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN 0.00% NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN NaN
In [ ]:
labeled_social_data.head()
Out[ ]:
Creative ID funnel publisher lob product theme kpi_audience creative_versions price price_placement discount offer_placement offer_group asset_type video_type length Mean_Spend total_spend total_Impressions Mean_CTR Mean_CVRS Mean_CVRBF Mean_CVRSV Peak_CTR Peak_CVRS Peak_CVRBF Peak_CVRSV Med_CTR Med_CVRS Med_CVRBF Med_CVRSV CTR_W0 CTR_W1 CTR_W2 CTR_W3 CTR_W4 CTR_W5 CTR_W6 CTR_W7 CTR_W8 CTR_W9 CTR_W10 CTR_W11 CTR_W12 CTR_W13 CTR_W14 CTR_W15 CTR_W16 CTR_W17 CTR_W18 CTR_W19 CTR_W20 CTR_W21 CTR_W22 CTR_W23 CTR_W24 CTR_W25 CTR_W26 CTR_W27 CTR_W28 CTR_W29 CTR_W30 CTR_W31 CTR_W32 CTR_W33 CTR_W34 CTR_W35 CTR_W36 CTR_W37 CTR_W38 CTR_W39 CTR_W40 CTR_W41 CTR_W42 CTR_W43 CTR_W44 CTR_W45 CTR_W46 CTR_W47 CVR(BF)_W0 CVR(BF)_W1 CVR(BF)_W2 CVR(BF)_W3 CVR(BF)_W4 CVR(BF)_W5 CVR(BF)_W6 CVR(BF)_W7 CVR(BF)_W8 CVR(BF)_W9 CVR(BF)_W10 CVR(BF)_W11 CVR(BF)_W12 CVR(BF)_W13 CVR(BF)_W14 CVR(BF)_W15 CVR(BF)_W16 CVR(BF)_W17 CVR(BF)_W18 CVR(BF)_W19 CVR(BF)_W20 CVR(BF)_W21 CVR(BF)_W22 CVR(BF)_W23 CVR(BF)_W24 CVR(BF)_W25 CVR(BF)_W26 CVR(BF)_W27 CVR(BF)_W28 CVR(BF)_W29 CVR(BF)_W30 CVR(BF)_W31 CVR(BF)_W32 CVR(BF)_W33 CVR(BF)_W34 CVR(BF)_W35 CVR(BF)_W36 CVR(BF)_W37 CVR(BF)_W38 CVR(BF)_W39 CVR(BF)_W40 CVR(BF)_W41 CVR(BF)_W42 CVR(BF)_W43 CVR(BF)_W44 CVR(BF)_W45 CVR(BF)_W46 CVR(BF)_W47 CVR(SV)_W0 CVR(SV)_W1 CVR(SV)_W2 CVR(SV)_W3 CVR(SV)_W4 CVR(SV)_W5 CVR(SV)_W6 CVR(SV)_W7 CVR(SV)_W8 CVR(SV)_W9 CVR(SV)_W10 CVR(SV)_W11 CVR(SV)_W12 CVR(SV)_W13 CVR(SV)_W14 CVR(SV)_W15 CVR(SV)_W16 CVR(SV)_W17 CVR(SV)_W18 CVR(SV)_W19 CVR(SV)_W20 CVR(SV)_W21 CVR(SV)_W22 CVR(SV)_W23 CVR(SV)_W24 CVR(SV)_W25 CVR(SV)_W26 CVR(SV)_W27 CVR(SV)_W28 CVR(SV)_W29 CVR(SV)_W30 CVR(SV)_W31 CVR(SV)_W32 CVR(SV)_W33 CVR(SV)_W34 CVR(SV)_W35 CVR(SV)_W36 CVR(SV)_W37 CVR(SV)_W38 CVR(SV)_W39 CVR(SV)_W40 CVR(SV)_W41 CVR(SV)_W42 CVR(SV)_W43 CVR(SV)_W44 CVR(SV)_W45 CVR(SV)_W46 CVR(SV)_W47 Internet_CVR(S)_W0 Internet_CVR(S)_W1 Internet_CVR(S)_W2 Internet_CVR(S)_W3 Internet_CVR(S)_W4 Internet_CVR(S)_W5 Internet_CVR(S)_W6 Internet_CVR(S)_W7 Internet_CVR(S)_W8 Internet_CVR(S)_W9 Internet_CVR(S)_W10 Internet_CVR(S)_W11 Internet_CVR(S)_W12 Internet_CVR(S)_W13 Internet_CVR(S)_W14 Internet_CVR(S)_W15 Internet_CVR(S)_W16 Internet_CVR(S)_W17 Internet_CVR(S)_W18 Internet_CVR(S)_W19 Internet_CVR(S)_W20 Internet_CVR(S)_W21 Internet_CVR(S)_W22 Internet_CVR(S)_W23 Internet_CVR(S)_W24 Internet_CVR(S)_W25 Internet_CVR(S)_W26 Internet_CVR(S)_W27 Internet_CVR(S)_W28 Internet_CVR(S)_W29 Internet_CVR(S)_W30 Internet_CVR(S)_W31 Internet_CVR(S)_W32 Internet_CVR(S)_W33 Internet_CVR(S)_W34 Internet_CVR(S)_W35 Internet_CVR(S)_W36 Internet_CVR(S)_W37 Internet_CVR(S)_W38 Internet_CVR(S)_W39 Internet_CVR(S)_W40 Internet_CVR(S)_W41 Internet_CVR(S)_W42 Internet_CVR(S)_W43 Internet_CVR(S)_W44 Internet_CVR(S)_W45 Internet_CVR(S)_W46 Internet_CVR(S)_W47 Impressions_W0 Impressions_W1 Impressions_W2 Impressions_W3 Impressions_W4 Impressions_W5 Impressions_W6 Impressions_W7 Impressions_W8 Impressions_W9 Impressions_W10 Impressions_W11 Impressions_W12 Impressions_W13 Impressions_W14 Impressions_W15 Impressions_W16 Impressions_W17 Impressions_W18 Impressions_W19 Impressions_W20 Impressions_W21 Impressions_W22 Impressions_W23 Impressions_W24 Impressions_W25 Impressions_W26 Impressions_W27 Impressions_W28 Impressions_W29 Impressions_W30 Impressions_W31 Impressions_W32 Impressions_W33 Impressions_W34 Impressions_W35 Impressions_W36 Impressions_W37 Impressions_W38 Impressions_W39 Impressions_W40 Impressions_W41 Impressions_W42 Impressions_W43 Impressions_W44 Impressions_W45 Impressions_W46 Impressions_W47 Spend_W0 Spend_W1 Spend_W2 Spend_W3 Spend_W4 Spend_W5 Spend_W6 Spend_W7 Spend_W8 Spend_W9 Spend_W10 Spend_W11 Spend_W12 Spend_W13 Spend_W14 Spend_W15 Spend_W16 Spend_W17 Spend_W18 Spend_W19 Spend_W20 Spend_W21 Spend_W22 Spend_W23 Spend_W24 Spend_W25 Spend_W26 Spend_W27 Spend_W28 Spend_W29 Spend_W30 Spend_W31 Spend_W32 Spend_W33 Spend_W34 Spend_W35 Spend_W36 Spend_W37 Spend_W38 Spend_W39 Spend_W40 Spend_W41 Spend_W42 Spend_W43 Spend_W44 Spend_W45 Spend_W46 Spend_W47
0 Creative 1 1 0 0 1 0 0 0 0 5 0.0 7 0 8 4 4 318.769231 4144.0 204729.0 0.542308 0.000000 0.000000 0.000000 1.71 0.00 0.00 0.00 1.71 0.00 0.00 0.00 0.98 1.58 0.00 0.00 0.13 0.43 0.48 0.43 0.41 0.9 1.71 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 205.0 317.0 417.0 403.0 797.0 41890.0 83865.0 68932.0 7236.0 111.0 117.0 229.0 210.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2.0 3.0 4.0 4.0 22.0 853.0 1692.0 1394.0 150.0 3.0 4.0 7.0 6.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
8 Creative 9 1 11 0 1 0 8 0 0 5 0.0 7 0 8 4 4 2953.333333 26580.0 959822.0 0.288889 0.254444 25.068889 0.124444 0.49 1.49 37.77 0.27 0.49 1.49 37.77 0.27 0.49 0.35 0.26 0.27 0.27 0.26 0.23 0.24 0.23 0.0 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 37.77 35.93 34.39 17.91 25.14 21.20 16.44 25.02 11.82 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.27 0.15 0.11 0.12 0.11 0.09 0.08 0.10 0.09 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1.49 0.17 0.17 0.16 0.15 0.15 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 63550.0 125249.0 107590.0 117234.0 119314.0 127372.0 133784.0 131902.0 33827.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1724.0 3344.0 3110.0 3327.0 3340.0 3529.0 3526.0 3518.0 1162.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
9 Creative 10 1 12 0 1 0 8 0 0 5 0.0 7 0 8 4 4 447.222222 4025.0 347103.0 0.563333 0.215556 27.128889 0.070000 0.66 1.01 73.04 0.10 0.66 1.01 73.04 0.10 0.66 0.57 0.61 0.58 0.51 0.58 0.53 0.54 0.49 0.0 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 73.04 68.23 11.60 12.68 4.76 4.06 15.88 27.41 26.50 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.07 0.10 0.08 0.09 0.07 0.04 0.05 0.04 0.09 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.93 1.01 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 27381.0 46901.0 43107.0 39422.0 41999.0 49238.0 44079.0 47429.0 7547.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 282.0 529.0 479.0 458.0 442.0 632.0 542.0 574.0 87.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
10 Creative 11 1 13 0 1 0 8 0 0 5 0.0 7 0 8 4 4 94.444444 850.0 54090.0 0.260000 0.000000 12.347778 0.101111 0.37 0.00 37.37 0.22 0.37 0.00 37.37 0.22 0.37 0.36 0.37 0.22 0.24 0.23 0.19 0.20 0.16 0.0 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 37.37 0.00 0.00 0.00 0.00 12.11 37.05 24.60 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.22 0.09 0.15 0.06 0.04 0.02 0.05 0.18 0.10 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2676.0 5540.0 5971.0 6365.0 7127.0 8255.0 8097.0 8131.0 1928.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 50.0 88.0 102.0 110.0 124.0 131.0 114.0 106.0 25.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
11 Creative 12 0 13 0 2 0 8 6 1 5 0.0 7 0 8 4 4 1.000000 1.0 119.0 0.000000 0.000000 0.000000 0.000000 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 119.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
In [ ]:
# Explore variables and time variables seperately
social_data = social_data.iloc[:, :16]
week_data = labeled_social_data.iloc[:, 31:]

Outlier Detection and Cleaning¶

In [ ]:
week_data.head()
Out[ ]:
CTR_W0 CTR_W1 CTR_W2 CTR_W3 CTR_W4 CTR_W5 CTR_W6 CTR_W7 CTR_W8 CTR_W9 CTR_W10 CTR_W11 CTR_W12 CTR_W13 CTR_W14 CTR_W15 CTR_W16 CTR_W17 CTR_W18 CTR_W19 CTR_W20 CTR_W21 CTR_W22 CTR_W23 CTR_W24 CTR_W25 CTR_W26 CTR_W27 CTR_W28 CTR_W29 CTR_W30 CTR_W31 CTR_W32 CTR_W33 CTR_W34 CTR_W35 CTR_W36 CTR_W37 CTR_W38 CTR_W39 CTR_W40 CTR_W41 CTR_W42 CTR_W43 CTR_W44 CTR_W45 CTR_W46 CTR_W47 CVR(BF)_W0 CVR(BF)_W1 CVR(BF)_W2 CVR(BF)_W3 CVR(BF)_W4 CVR(BF)_W5 CVR(BF)_W6 CVR(BF)_W7 CVR(BF)_W8 CVR(BF)_W9 CVR(BF)_W10 CVR(BF)_W11 CVR(BF)_W12 CVR(BF)_W13 CVR(BF)_W14 CVR(BF)_W15 CVR(BF)_W16 CVR(BF)_W17 CVR(BF)_W18 CVR(BF)_W19 CVR(BF)_W20 CVR(BF)_W21 CVR(BF)_W22 CVR(BF)_W23 CVR(BF)_W24 CVR(BF)_W25 CVR(BF)_W26 CVR(BF)_W27 CVR(BF)_W28 CVR(BF)_W29 CVR(BF)_W30 CVR(BF)_W31 CVR(BF)_W32 CVR(BF)_W33 CVR(BF)_W34 CVR(BF)_W35 CVR(BF)_W36 CVR(BF)_W37 CVR(BF)_W38 CVR(BF)_W39 CVR(BF)_W40 CVR(BF)_W41 CVR(BF)_W42 CVR(BF)_W43 CVR(BF)_W44 CVR(BF)_W45 CVR(BF)_W46 CVR(BF)_W47 CVR(SV)_W0 CVR(SV)_W1 CVR(SV)_W2 CVR(SV)_W3 CVR(SV)_W4 CVR(SV)_W5 CVR(SV)_W6 CVR(SV)_W7 CVR(SV)_W8 CVR(SV)_W9 CVR(SV)_W10 CVR(SV)_W11 CVR(SV)_W12 CVR(SV)_W13 CVR(SV)_W14 CVR(SV)_W15 CVR(SV)_W16 CVR(SV)_W17 CVR(SV)_W18 CVR(SV)_W19 CVR(SV)_W20 CVR(SV)_W21 CVR(SV)_W22 CVR(SV)_W23 CVR(SV)_W24 CVR(SV)_W25 CVR(SV)_W26 CVR(SV)_W27 CVR(SV)_W28 CVR(SV)_W29 CVR(SV)_W30 CVR(SV)_W31 CVR(SV)_W32 CVR(SV)_W33 CVR(SV)_W34 CVR(SV)_W35 CVR(SV)_W36 CVR(SV)_W37 CVR(SV)_W38 CVR(SV)_W39 CVR(SV)_W40 CVR(SV)_W41 CVR(SV)_W42 CVR(SV)_W43 CVR(SV)_W44 CVR(SV)_W45 CVR(SV)_W46 CVR(SV)_W47 Internet_CVR(S)_W0 Internet_CVR(S)_W1 Internet_CVR(S)_W2 Internet_CVR(S)_W3 Internet_CVR(S)_W4 Internet_CVR(S)_W5 Internet_CVR(S)_W6 Internet_CVR(S)_W7 Internet_CVR(S)_W8 Internet_CVR(S)_W9 Internet_CVR(S)_W10 Internet_CVR(S)_W11 Internet_CVR(S)_W12 Internet_CVR(S)_W13 Internet_CVR(S)_W14 Internet_CVR(S)_W15 Internet_CVR(S)_W16 Internet_CVR(S)_W17 Internet_CVR(S)_W18 Internet_CVR(S)_W19 Internet_CVR(S)_W20 Internet_CVR(S)_W21 Internet_CVR(S)_W22 Internet_CVR(S)_W23 Internet_CVR(S)_W24 Internet_CVR(S)_W25 Internet_CVR(S)_W26 Internet_CVR(S)_W27 Internet_CVR(S)_W28 Internet_CVR(S)_W29 Internet_CVR(S)_W30 Internet_CVR(S)_W31 Internet_CVR(S)_W32 Internet_CVR(S)_W33 Internet_CVR(S)_W34 Internet_CVR(S)_W35 Internet_CVR(S)_W36 Internet_CVR(S)_W37 Internet_CVR(S)_W38 Internet_CVR(S)_W39 Internet_CVR(S)_W40 Internet_CVR(S)_W41 Internet_CVR(S)_W42 Internet_CVR(S)_W43 Internet_CVR(S)_W44 Internet_CVR(S)_W45 Internet_CVR(S)_W46 Internet_CVR(S)_W47 Impressions_W0 Impressions_W1 Impressions_W2 Impressions_W3 Impressions_W4 Impressions_W5 Impressions_W6 Impressions_W7 Impressions_W8 Impressions_W9 Impressions_W10 Impressions_W11 Impressions_W12 Impressions_W13 Impressions_W14 Impressions_W15 Impressions_W16 Impressions_W17 Impressions_W18 Impressions_W19 Impressions_W20 Impressions_W21 Impressions_W22 Impressions_W23 Impressions_W24 Impressions_W25 Impressions_W26 Impressions_W27 Impressions_W28 Impressions_W29 Impressions_W30 Impressions_W31 Impressions_W32 Impressions_W33 Impressions_W34 Impressions_W35 Impressions_W36 Impressions_W37 Impressions_W38 Impressions_W39 Impressions_W40 Impressions_W41 Impressions_W42 Impressions_W43 Impressions_W44 Impressions_W45 Impressions_W46 Impressions_W47 Spend_W0 Spend_W1 Spend_W2 Spend_W3 Spend_W4 Spend_W5 Spend_W6 Spend_W7 Spend_W8 Spend_W9 Spend_W10 Spend_W11 Spend_W12 Spend_W13 Spend_W14 Spend_W15 Spend_W16 Spend_W17 Spend_W18 Spend_W19 Spend_W20 Spend_W21 Spend_W22 Spend_W23 Spend_W24 Spend_W25 Spend_W26 Spend_W27 Spend_W28 Spend_W29 Spend_W30 Spend_W31 Spend_W32 Spend_W33 Spend_W34 Spend_W35 Spend_W36 Spend_W37 Spend_W38 Spend_W39 Spend_W40 Spend_W41 Spend_W42 Spend_W43 Spend_W44 Spend_W45 Spend_W46 Spend_W47
0 0.98 1.58 0.00 0.00 0.13 0.43 0.48 0.43 0.41 0.9 1.71 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 205.0 317.0 417.0 403.0 797.0 41890.0 83865.0 68932.0 7236.0 111.0 117.0 229.0 210.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2.0 3.0 4.0 4.0 22.0 853.0 1692.0 1394.0 150.0 3.0 4.0 7.0 6.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
8 0.49 0.35 0.26 0.27 0.27 0.26 0.23 0.24 0.23 0.0 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 37.77 35.93 34.39 17.91 25.14 21.20 16.44 25.02 11.82 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.27 0.15 0.11 0.12 0.11 0.09 0.08 0.10 0.09 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1.49 0.17 0.17 0.16 0.15 0.15 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 63550.0 125249.0 107590.0 117234.0 119314.0 127372.0 133784.0 131902.0 33827.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1724.0 3344.0 3110.0 3327.0 3340.0 3529.0 3526.0 3518.0 1162.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
9 0.66 0.57 0.61 0.58 0.51 0.58 0.53 0.54 0.49 0.0 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 73.04 68.23 11.60 12.68 4.76 4.06 15.88 27.41 26.50 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.07 0.10 0.08 0.09 0.07 0.04 0.05 0.04 0.09 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.93 1.01 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 27381.0 46901.0 43107.0 39422.0 41999.0 49238.0 44079.0 47429.0 7547.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 282.0 529.0 479.0 458.0 442.0 632.0 542.0 574.0 87.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
10 0.37 0.36 0.37 0.22 0.24 0.23 0.19 0.20 0.16 0.0 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 37.37 0.00 0.00 0.00 0.00 12.11 37.05 24.60 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.22 0.09 0.15 0.06 0.04 0.02 0.05 0.18 0.10 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2676.0 5540.0 5971.0 6365.0 7127.0 8255.0 8097.0 8131.0 1928.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 50.0 88.0 102.0 110.0 124.0 131.0 114.0 106.0 25.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
11 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 119.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
In [ ]:
week_data.info()
<class 'pandas.core.frame.DataFrame'>
Int64Index: 2452 entries, 0 to 13216
Columns: 288 entries, CTR_W0 to Spend_W47
dtypes: float64(288)
memory usage: 5.4 MB
In [ ]:
week_data.describe()
Out[ ]:
CTR_W0 CTR_W1 CTR_W2 CTR_W3 CTR_W4 CTR_W5 CTR_W6 CTR_W7 CTR_W8 CTR_W9 CTR_W10 CTR_W11 CTR_W12 CTR_W13 CTR_W14 CTR_W15 CTR_W16 CTR_W17 CTR_W18 CTR_W19 CTR_W20 CTR_W21 CTR_W22 CTR_W23 CTR_W24 CTR_W25 CTR_W26 CTR_W27 CTR_W28 CTR_W29 CTR_W30 CTR_W31 CTR_W32 CTR_W33 CTR_W34 CTR_W35 CTR_W36 CTR_W37 CTR_W38 CTR_W39 CTR_W40 CTR_W41 CTR_W42 CTR_W43 CTR_W44 CTR_W45 CTR_W46 CTR_W47 CVR(BF)_W0 CVR(BF)_W1 CVR(BF)_W2 CVR(BF)_W3 CVR(BF)_W4 CVR(BF)_W5 CVR(BF)_W6 CVR(BF)_W7 CVR(BF)_W8 CVR(BF)_W9 CVR(BF)_W10 CVR(BF)_W11 CVR(BF)_W12 CVR(BF)_W13 CVR(BF)_W14 CVR(BF)_W15 CVR(BF)_W16 CVR(BF)_W17 CVR(BF)_W18 CVR(BF)_W19 CVR(BF)_W20 CVR(BF)_W21 CVR(BF)_W22 CVR(BF)_W23 CVR(BF)_W24 CVR(BF)_W25 CVR(BF)_W26 CVR(BF)_W27 CVR(BF)_W28 CVR(BF)_W29 CVR(BF)_W30 CVR(BF)_W31 CVR(BF)_W32 CVR(BF)_W33 CVR(BF)_W34 CVR(BF)_W35 CVR(BF)_W36 CVR(BF)_W37 CVR(BF)_W38 CVR(BF)_W39 CVR(BF)_W40 CVR(BF)_W41 CVR(BF)_W42 CVR(BF)_W43 CVR(BF)_W44 CVR(BF)_W45 CVR(BF)_W46 CVR(BF)_W47 CVR(SV)_W0 CVR(SV)_W1 CVR(SV)_W2 CVR(SV)_W3 CVR(SV)_W4 CVR(SV)_W5 CVR(SV)_W6 CVR(SV)_W7 CVR(SV)_W8 CVR(SV)_W9 CVR(SV)_W10 CVR(SV)_W11 CVR(SV)_W12 CVR(SV)_W13 CVR(SV)_W14 CVR(SV)_W15 CVR(SV)_W16 CVR(SV)_W17 CVR(SV)_W18 CVR(SV)_W19 CVR(SV)_W20 CVR(SV)_W21 CVR(SV)_W22 CVR(SV)_W23 CVR(SV)_W24 CVR(SV)_W25 CVR(SV)_W26 CVR(SV)_W27 CVR(SV)_W28 CVR(SV)_W29 CVR(SV)_W30 CVR(SV)_W31 CVR(SV)_W32 CVR(SV)_W33 CVR(SV)_W34 CVR(SV)_W35 CVR(SV)_W36 CVR(SV)_W37 CVR(SV)_W38 CVR(SV)_W39 CVR(SV)_W40 CVR(SV)_W41 CVR(SV)_W42 CVR(SV)_W43 CVR(SV)_W44 CVR(SV)_W45 CVR(SV)_W46 CVR(SV)_W47 Internet_CVR(S)_W0 Internet_CVR(S)_W1 Internet_CVR(S)_W2 Internet_CVR(S)_W3 Internet_CVR(S)_W4 Internet_CVR(S)_W5 Internet_CVR(S)_W6 Internet_CVR(S)_W7 Internet_CVR(S)_W8 Internet_CVR(S)_W9 Internet_CVR(S)_W10 Internet_CVR(S)_W11 Internet_CVR(S)_W12 Internet_CVR(S)_W13 Internet_CVR(S)_W14 Internet_CVR(S)_W15 Internet_CVR(S)_W16 Internet_CVR(S)_W17 Internet_CVR(S)_W18 Internet_CVR(S)_W19 Internet_CVR(S)_W20 Internet_CVR(S)_W21 Internet_CVR(S)_W22 Internet_CVR(S)_W23 Internet_CVR(S)_W24 Internet_CVR(S)_W25 Internet_CVR(S)_W26 Internet_CVR(S)_W27 Internet_CVR(S)_W28 Internet_CVR(S)_W29 Internet_CVR(S)_W30 Internet_CVR(S)_W31 Internet_CVR(S)_W32 Internet_CVR(S)_W33 Internet_CVR(S)_W34 Internet_CVR(S)_W35 Internet_CVR(S)_W36 Internet_CVR(S)_W37 Internet_CVR(S)_W38 Internet_CVR(S)_W39 Internet_CVR(S)_W40 Internet_CVR(S)_W41 Internet_CVR(S)_W42 Internet_CVR(S)_W43 Internet_CVR(S)_W44 Internet_CVR(S)_W45 Internet_CVR(S)_W46 Internet_CVR(S)_W47 Impressions_W0 Impressions_W1 Impressions_W2 Impressions_W3 Impressions_W4 Impressions_W5 Impressions_W6 Impressions_W7 Impressions_W8 Impressions_W9 Impressions_W10 Impressions_W11 Impressions_W12 Impressions_W13 Impressions_W14 Impressions_W15 Impressions_W16 Impressions_W17 Impressions_W18 Impressions_W19 Impressions_W20 Impressions_W21 Impressions_W22 Impressions_W23 Impressions_W24 Impressions_W25 Impressions_W26 Impressions_W27 Impressions_W28 Impressions_W29 Impressions_W30 Impressions_W31 Impressions_W32 Impressions_W33 Impressions_W34 Impressions_W35 Impressions_W36 Impressions_W37 Impressions_W38 Impressions_W39 Impressions_W40 Impressions_W41 Impressions_W42 Impressions_W43 Impressions_W44 Impressions_W45 Impressions_W46 Impressions_W47 Spend_W0 Spend_W1 Spend_W2 Spend_W3 Spend_W4 Spend_W5 Spend_W6 Spend_W7 Spend_W8 Spend_W9 Spend_W10 Spend_W11 Spend_W12 Spend_W13 Spend_W14 Spend_W15 Spend_W16 Spend_W17 Spend_W18 Spend_W19 Spend_W20 Spend_W21 Spend_W22 Spend_W23 Spend_W24 Spend_W25 Spend_W26 Spend_W27 Spend_W28 Spend_W29 Spend_W30 Spend_W31 Spend_W32 Spend_W33 Spend_W34 Spend_W35 Spend_W36 Spend_W37 Spend_W38 Spend_W39 Spend_W40 Spend_W41 Spend_W42 Spend_W43 Spend_W44 Spend_W45 Spend_W46 Spend_W47
count 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.00000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.00000 2452.000000 2452.000000 2452.000000 2452.000000 2452.00000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.0 2452.0 2452.0 2452.0 2452.0 2452.0 2452.0 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.0 2452.0 2452.0 2452.0 2452.0 2452.0 2452.0 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.0 2452.0 2452.0 2452.0 2452.0 2452.0 2452.0 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.0 2452.0 2452.0 2452.0 2452.0 2452.0 2452.0 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2.452000e+03 2452.000000 2452.0 2452.0 2452.0 2452.0 2452.0 2452.0 2452.0 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.00000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.00000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.0 2452.0 2452.0 2452.0 2452.0 2452.0 2452.0
mean 0.375628 0.359845 0.348846 0.297031 0.208703 0.163095 0.122243 0.094188 0.071444 0.065914 0.043617 0.02440 0.023609 0.020192 0.019445 0.018499 0.017304 0.016815 0.014519 0.014331 0.012977 0.011586 0.00971 0.006962 0.005595 0.004070 0.003479 0.00270 0.001644 0.001676 0.001697 0.001733 0.001750 0.001750 0.001803 0.001794 0.001680 0.001709 0.001170 0.000795 0.000432 0.0 0.0 0.0 0.0 0.0 0.0 0.0 43.154519 55.199148 51.520697 49.591338 42.393911 27.840469 24.846122 22.797292 15.987973 11.591754 10.340224 7.326175 6.843034 5.866256 5.722467 6.745836 3.651081 3.330636 3.133723 3.298691 2.383976 2.463242 2.478352 1.829127 1.538377 0.893560 0.794992 1.075208 0.550734 0.619772 0.596676 0.615310 0.569833 0.593075 0.574800 0.565942 0.580131 0.740257 0.517039 0.590653 0.190701 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.142353 0.148593 0.140290 0.126211 0.083324 0.064690 0.047276 0.042655 0.024568 0.021729 0.015697 0.008026 0.007732 0.005983 0.005620 0.004719 0.004197 0.004662 0.003907 0.003891 0.003870 0.003650 0.003193 0.002618 0.002431 0.001639 0.001607 0.001709 0.000950 0.000750 0.000714 0.000657 0.000579 0.000587 0.000579 0.000575 0.000579 0.000685 0.000477 0.000477 0.000179 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.448646 0.606811 0.587993 0.549176 0.744425 0.426807 0.282732 0.279527 0.198711 0.125469 0.127663 0.107932 0.088520 0.080559 0.071505 0.081835 0.048393 0.038883 0.035901 0.039013 0.025706 0.028124 0.029164 0.016688 0.018699 0.010869 0.007826 0.017488 0.005237 0.005538 0.006130 0.006505 0.004519 0.005856 0.005787 0.005033 0.005489 0.006978 0.004331 0.005803 0.001203 0.0 0.0 0.0 0.0 0.0 0.0 0.0 5.728252e+05 8.680579e+05 7.326420e+05 5.967812e+05 4.780925e+05 3.033503e+05 2.201727e+05 1.428378e+05 1.193845e+05 9.907065e+04 8.153753e+04 6.736757e+04 6.548685e+04 6.661525e+04 6.917216e+04 6.247625e+04 6.409648e+04 4.441821e+04 3.644761e+04 3.216095e+04 2.292040e+04 1.689203e+04 1.112891e+04 6.505827e+03 4.617644e+03 3.313649e+03 3.564137e+03 3.095795e+03 3.207524e+03 3.058108e+03 3.246987e+03 3.078191e+03 3.546028e+03 3.609971e+03 3.507704e+03 3.404799e+03 3.612407e+03 2.581763e+03 1.708907e+03 1.003058e+03 299.192496 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2643.544861 4237.526917 3672.873980 2975.441680 2358.724307 1540.127651 1211.875612 724.620718 558.30832 469.536297 373.263051 299.904160 277.966150 265.974307 284.933116 269.280995 285.633361 206.905383 176.495922 160.555057 123.135400 93.172512 63.674144 43.822594 29.830343 21.266313 21.572186 19.514274 19.880914 21.01509 24.610930 24.803834 31.191272 32.492659 34.626427 33.811175 31.013458 24.462072 14.683116 9.120310 3.379282 0.0 0.0 0.0 0.0 0.0 0.0 0.0
std 0.436244 0.402798 0.487072 0.463508 0.382041 0.372342 0.317631 0.253651 0.215040 0.225829 0.163330 0.08702 0.096157 0.078390 0.077828 0.075283 0.072810 0.073957 0.070919 0.074432 0.074568 0.067904 0.05786 0.048192 0.047063 0.038974 0.037769 0.03034 0.024733 0.025188 0.025476 0.026005 0.026221 0.026192 0.026988 0.026854 0.025184 0.025707 0.022115 0.017786 0.015177 0.0 0.0 0.0 0.0 0.0 0.0 0.0 110.044847 103.795505 130.818271 133.429821 140.316149 96.747202 144.299556 103.777552 115.869319 54.809532 68.929092 54.139439 50.042656 49.749934 56.887465 108.265699 29.207256 23.154899 24.054969 26.087355 18.635247 19.769091 20.679083 14.878859 14.772969 10.509167 10.122153 14.670547 9.190841 10.107874 9.494659 9.910066 9.103357 9.495626 9.157465 8.816378 9.185812 12.539549 10.717221 16.364191 7.113078 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.272486 0.247095 0.255349 0.264868 0.213997 0.219393 0.146493 0.180911 0.091992 0.088774 0.102653 0.039616 0.040990 0.034547 0.034218 0.025754 0.023623 0.027240 0.024906 0.026139 0.032316 0.027211 0.024164 0.022788 0.026971 0.018418 0.020906 0.023183 0.015949 0.011858 0.011793 0.010367 0.009001 0.009220 0.008799 0.008958 0.008946 0.010739 0.009434 0.012128 0.006442 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1.681459 1.569552 1.571086 1.687864 9.260462 3.913539 1.620503 1.485818 1.772769 0.808732 1.050660 0.972096 0.719239 0.787010 0.741837 1.312065 0.565306 0.311950 0.308158 0.442563 0.236553 0.272507 0.317746 0.170524 0.228041 0.171504 0.121269 0.343040 0.095929 0.090809 0.101857 0.107646 0.080757 0.092965 0.095942 0.078749 0.089849 0.124837 0.097110 0.176152 0.042224 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1.223141e+06 1.771293e+06 1.520024e+06 1.386843e+06 1.287658e+06 9.561458e+05 6.677107e+05 5.440274e+05 4.327584e+05 3.894691e+05 3.725821e+05 3.634749e+05 3.686338e+05 3.692329e+05 4.079805e+05 4.075736e+05 4.694300e+05 3.437215e+05 2.828343e+05 2.753320e+05 2.312634e+05 1.399362e+05 8.642807e+04 6.098067e+04 5.017013e+04 4.601043e+04 5.360982e+04 4.827579e+04 5.131543e+04 4.983691e+04 5.175506e+04 4.888015e+04 5.806023e+04 5.967214e+04 6.246734e+04 5.987989e+04 6.176242e+04 4.624745e+04 3.456440e+04 2.873571e+04 11785.733384 0.0 0.0 0.0 0.0 0.0 0.0 0.0 5268.874886 8226.840833 7487.098122 6739.611268 6132.890828 4776.499131 3940.040512 2696.213983 1961.10918 1728.175347 1571.842700 1508.549694 1464.189334 1436.296877 1711.558442 1778.169268 2031.758356 1581.600969 1381.984405 1336.412176 1224.596722 711.195294 489.422430 446.524305 314.583977 291.093575 317.239693 291.512076 307.096870 332.23830 384.020355 384.235724 503.391894 527.734781 597.967525 576.480765 517.936701 447.659935 285.434662 248.979718 119.154678 0.0 0.0 0.0 0.0 0.0 0.0 0.0
min 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.00000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.00000 0.000000 0.000000 0.000000 0.000000 0.00000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2.500000e+01 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.00000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.00000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.0 0.0 0.0 0.0 0.0 0.0 0.0
25% 0.090000 0.090000 0.070000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.00000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.00000 0.000000 0.000000 0.000000 0.000000 0.00000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.0 0.0 0.0 0.0 0.0 0.0 0.0 4.220000 6.687500 2.405000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.010000 0.010000 0.010000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.0 0.0 0.0 0.0 0.0 0.0 0.0 3.227100e+04 5.207525e+04 1.671525e+04 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000 0.0 0.0 0.0 0.0 0.0 0.0 0.0 235.750000 372.250000 166.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.00000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.00000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.0 0.0 0.0 0.0 0.0 0.0 0.0
50% 0.270000 0.260000 0.220000 0.150000 0.070000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.00000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.00000 0.000000 0.000000 0.000000 0.000000 0.00000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.0 0.0 0.0 0.0 0.0 0.0 0.0 13.840000 19.770000 16.030000 10.425000 3.125000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.040000 0.050000 0.040000 0.020000 0.010000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.060000 0.140000 0.100000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1.665490e+05 2.583185e+05 1.763315e+05 7.769800e+04 1.548850e+04 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000 0.0 0.0 0.0 0.0 0.0 0.0 0.0 907.000000 1473.500000 1083.500000 554.500000 161.000000 0.000000 0.000000 0.000000 0.00000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.00000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.0 0.0 0.0 0.0 0.0 0.0 0.0
75% 0.430000 0.410000 0.380000 0.340000 0.280000 0.230000 0.110000 0.050000 0.000000 0.000000 0.000000 0.00000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.00000 0.000000 0.000000 0.000000 0.000000 0.00000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.0 0.0 0.0 0.0 0.0 0.0 0.0 40.927500 61.610000 53.527500 42.757500 29.177500 18.045000 11.752500 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.120000 0.150000 0.130000 0.110000 0.080000 0.040000 0.020000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.270000 0.490000 0.420000 0.332500 0.240000 0.110000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.0 0.0 0.0 0.0 0.0 0.0 0.0 5.391958e+05 8.452890e+05 7.179082e+05 5.486412e+05 3.775750e+05 1.675918e+05 7.562450e+04 9.387500e+02 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000e+00 0.000000 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2786.250000 4529.500000 3852.000000 3039.500000 2111.750000 1129.250000 470.250000 13.250000 0.00000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.00000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.0 0.0 0.0 0.0 0.0 0.0 0.0
max 6.670000 3.070000 3.700000 4.170000 4.350000 6.980000 8.890000 3.900000 2.330000 3.140000 3.450000 0.75000 2.130000 0.840000 0.820000 0.640000 0.640000 0.750000 0.750000 1.430000 1.390000 1.110000 0.96000 0.830000 1.030000 0.510000 0.710000 0.44000 0.460000 0.450000 0.460000 0.460000 0.490000 0.460000 0.470000 0.450000 0.450000 0.480000 0.520000 0.460000 0.570000 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2159.830000 1514.230000 3267.970000 2960.530000 3125.000000 2419.350000 5051.550000 1951.220000 4245.280000 1229.090000 2233.680000 1239.710000 1256.340000 1090.600000 1707.480000 4829.550000 817.030000 647.750000 662.690000 842.860000 483.630000 507.940000 595.760000 263.240000 288.200000 249.800000 241.810000 381.370000 277.240000 287.440000 261.390000 248.850000 229.290000 258.640000 235.310000 214.710000 241.610000 318.440000 364.000000 715.460000 319.750000 0.0 0.0 0.0 0.0 0.0 0.0 0.0 4.440000 2.350000 3.280000 2.820000 3.330000 6.250000 2.600000 5.330000 1.220000 1.330000 3.450000 0.520000 0.710000 0.630000 0.550000 0.350000 0.370000 0.420000 0.420000 0.620000 0.740000 0.460000 0.580000 0.550000 0.800000 0.380000 0.590000 0.710000 0.510000 0.290000 0.350000 0.270000 0.210000 0.220000 0.180000 0.200000 0.190000 0.240000 0.260000 0.490000 0.270000 0.0 0.0 0.0 0.0 0.0 0.0 0.0 42.280000 26.530000 20.780000 32.260000 400.000000 161.290000 51.550000 25.650000 62.400000 22.810000 30.210000 26.700000 13.700000 16.780000 17.560000 56.820000 21.100000 10.740000 7.350000 16.690000 6.190000 7.060000 11.960000 3.450000 5.340000 6.000000 3.160000 13.460000 3.400000 2.530000 3.240000 2.820000 2.670000 2.380000 2.310000 1.650000 2.190000 3.880000 3.840000 8.120000 1.580000 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1.988333e+07 2.350078e+07 1.901144e+07 1.849277e+07 1.788613e+07 2.019397e+07 9.245404e+06 9.214957e+06 5.513768e+06 7.162745e+06 5.864402e+06 1.010000e+07 9.296754e+06 7.096874e+06 7.964510e+06 7.671076e+06 1.064572e+07 9.090683e+06 7.289010e+06 7.865526e+06 7.248558e+06 3.342791e+06 1.822261e+06 1.550954e+06 1.259393e+06 1.074442e+06 1.354838e+06 1.373428e+06 1.332658e+06 1.212996e+06 1.151133e+06 1.104337e+06 1.516730e+06 1.623592e+06 2.042399e+06 1.826770e+06 1.564348e+06 1.407988e+06 1.056013e+06 1.271855e+06 555983.000000 0.0 0.0 0.0 0.0 0.0 0.0 0.0 78065.000000 111953.000000 123091.000000 114124.000000 87473.000000 79450.000000 64456.000000 47646.000000 23063.00000 26373.000000 22354.000000 36861.000000 34640.000000 29191.000000 45077.000000 52828.000000 54741.000000 50571.000000 44599.000000 44598.000000 45648.000000 15058.000000 8779.000000 11173.000000 6855.000000 6594.000000 7969.000000 7632.000000 6852.000000 7755.00000 8170.000000 8023.000000 12339.000000 13504.000000 17857.000000 16216.000000 14568.000000 13691.000000 6859.000000 10137.000000 4642.000000 0.0 0.0 0.0 0.0 0.0 0.0 0.0

Weeks 41 to 47 no longer contain data for all KPIs. The same goes for impressions and spending. Additionally, CVR(BF) has much larger maximums relative to the other KPI rates.

In [ ]:
# Remove W41 to W47
weeks_to_drop = [f'W{i}' for i in range(41, 48)]
for week in week_data.columns:
    if week[-3:] in weeks_to_drop:
        week_data.drop(columns=week, inplace=True)
In [ ]:
ctr_w = [f'CTR_W{i}' for i in range(41)]
cvrbf_w = [f'CVR(BF)_W{i}' for i in range(41)]
cvrsv_w = [f'CVR(SV)_W{i}' for i in range(41)]
cvrint_w = [f'Internet_CVR(S)_W{i}' for i in range(41)]

# Quick look at distributions
fig, ax = plt.subplots(2, 2, figsize=(18, 10), sharex=True)

week_data.reset_index()[ctr_w].plot(ax=ax[0,0], legend=None)
ax[0,0].title.set_text('CTR Distribution')

week_data.reset_index()[cvrbf_w].plot(ax=ax[0,1], legend=None)
ax[0,1].title.set_text('CVR(BF) Distribution')

week_data.reset_index()[cvrsv_w].plot(ax=ax[1,0], legend=None)
ax[1,0].title.set_text('CVR(SV) Distribution')

week_data.reset_index()[cvrint_w].plot(ax=ax[1,1], legend=None)
ax[1,1].title.set_text('Internet CVR(S) Distribution')

plt.show()

We can see that CVR(BF) and Internet_CVR(S) have a couple of large values. A reasonable cutoff point to eliminate the outliers seems to be 1,250 and 75 for CVR(BF) and Internet CVR(S), respectively.

In [ ]:
week_data[cvrbf_w].describe()
Out[ ]:
CVR(BF)_W0 CVR(BF)_W1 CVR(BF)_W2 CVR(BF)_W3 CVR(BF)_W4 CVR(BF)_W5 CVR(BF)_W6 CVR(BF)_W7 CVR(BF)_W8 CVR(BF)_W9 CVR(BF)_W10 CVR(BF)_W11 CVR(BF)_W12 CVR(BF)_W13 CVR(BF)_W14 CVR(BF)_W15 CVR(BF)_W16 CVR(BF)_W17 CVR(BF)_W18 CVR(BF)_W19 CVR(BF)_W20 CVR(BF)_W21 CVR(BF)_W22 CVR(BF)_W23 CVR(BF)_W24 CVR(BF)_W25 CVR(BF)_W26 CVR(BF)_W27 CVR(BF)_W28 CVR(BF)_W29 CVR(BF)_W30 CVR(BF)_W31 CVR(BF)_W32 CVR(BF)_W33 CVR(BF)_W34 CVR(BF)_W35 CVR(BF)_W36 CVR(BF)_W37 CVR(BF)_W38 CVR(BF)_W39 CVR(BF)_W40
count 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000 2452.000000
mean 43.154519 55.199148 51.520697 49.591338 42.393911 27.840469 24.846122 22.797292 15.987973 11.591754 10.340224 7.326175 6.843034 5.866256 5.722467 6.745836 3.651081 3.330636 3.133723 3.298691 2.383976 2.463242 2.478352 1.829127 1.538377 0.893560 0.794992 1.075208 0.550734 0.619772 0.596676 0.615310 0.569833 0.593075 0.574800 0.565942 0.580131 0.740257 0.517039 0.590653 0.190701
std 110.044847 103.795505 130.818271 133.429821 140.316149 96.747202 144.299556 103.777552 115.869319 54.809532 68.929092 54.139439 50.042656 49.749934 56.887465 108.265699 29.207256 23.154899 24.054969 26.087355 18.635247 19.769091 20.679083 14.878859 14.772969 10.509167 10.122153 14.670547 9.190841 10.107874 9.494659 9.910066 9.103357 9.495626 9.157465 8.816378 9.185812 12.539549 10.717221 16.364191 7.113078
min 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000
25% 4.220000 6.687500 2.405000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000
50% 13.840000 19.770000 16.030000 10.425000 3.125000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000
75% 40.927500 61.610000 53.527500 42.757500 29.177500 18.045000 11.752500 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000
max 2159.830000 1514.230000 3267.970000 2960.530000 3125.000000 2419.350000 5051.550000 1951.220000 4245.280000 1229.090000 2233.680000 1239.710000 1256.340000 1090.600000 1707.480000 4829.550000 817.030000 647.750000 662.690000 842.860000 483.630000 507.940000 595.760000 263.240000 288.200000 249.800000 241.810000 381.370000 277.240000 287.440000 261.390000 248.850000 229.290000 258.640000 235.310000 214.710000 241.610000 318.440000 364.000000 715.460000 319.750000

The first couple of weeks, CVR(BF) reaches very large maximums and begins to decrease after week 15.

In [ ]:
# Outliers
week_data[week_data['CVR(BF)_W15'] > 1000]
Out[ ]:
CTR_W0 CTR_W1 CTR_W2 CTR_W3 CTR_W4 CTR_W5 CTR_W6 CTR_W7 CTR_W8 CTR_W9 CTR_W10 CTR_W11 CTR_W12 CTR_W13 CTR_W14 CTR_W15 CTR_W16 CTR_W17 CTR_W18 CTR_W19 CTR_W20 CTR_W21 CTR_W22 CTR_W23 CTR_W24 CTR_W25 CTR_W26 CTR_W27 CTR_W28 CTR_W29 CTR_W30 CTR_W31 CTR_W32 CTR_W33 CTR_W34 CTR_W35 CTR_W36 CTR_W37 CTR_W38 CTR_W39 CTR_W40 CVR(BF)_W0 CVR(BF)_W1 CVR(BF)_W2 CVR(BF)_W3 CVR(BF)_W4 CVR(BF)_W5 CVR(BF)_W6 CVR(BF)_W7 CVR(BF)_W8 CVR(BF)_W9 CVR(BF)_W10 CVR(BF)_W11 CVR(BF)_W12 CVR(BF)_W13 CVR(BF)_W14 CVR(BF)_W15 CVR(BF)_W16 CVR(BF)_W17 CVR(BF)_W18 CVR(BF)_W19 CVR(BF)_W20 CVR(BF)_W21 CVR(BF)_W22 CVR(BF)_W23 CVR(BF)_W24 CVR(BF)_W25 CVR(BF)_W26 CVR(BF)_W27 CVR(BF)_W28 CVR(BF)_W29 CVR(BF)_W30 CVR(BF)_W31 CVR(BF)_W32 CVR(BF)_W33 CVR(BF)_W34 CVR(BF)_W35 CVR(BF)_W36 CVR(BF)_W37 CVR(BF)_W38 CVR(BF)_W39 CVR(BF)_W40 CVR(SV)_W0 CVR(SV)_W1 CVR(SV)_W2 CVR(SV)_W3 CVR(SV)_W4 CVR(SV)_W5 CVR(SV)_W6 CVR(SV)_W7 CVR(SV)_W8 CVR(SV)_W9 CVR(SV)_W10 CVR(SV)_W11 CVR(SV)_W12 CVR(SV)_W13 CVR(SV)_W14 CVR(SV)_W15 CVR(SV)_W16 CVR(SV)_W17 CVR(SV)_W18 CVR(SV)_W19 CVR(SV)_W20 CVR(SV)_W21 CVR(SV)_W22 CVR(SV)_W23 CVR(SV)_W24 CVR(SV)_W25 CVR(SV)_W26 CVR(SV)_W27 CVR(SV)_W28 CVR(SV)_W29 CVR(SV)_W30 CVR(SV)_W31 CVR(SV)_W32 CVR(SV)_W33 CVR(SV)_W34 CVR(SV)_W35 CVR(SV)_W36 CVR(SV)_W37 CVR(SV)_W38 CVR(SV)_W39 CVR(SV)_W40 Internet_CVR(S)_W0 Internet_CVR(S)_W1 Internet_CVR(S)_W2 Internet_CVR(S)_W3 Internet_CVR(S)_W4 Internet_CVR(S)_W5 Internet_CVR(S)_W6 Internet_CVR(S)_W7 Internet_CVR(S)_W8 Internet_CVR(S)_W9 Internet_CVR(S)_W10 Internet_CVR(S)_W11 Internet_CVR(S)_W12 Internet_CVR(S)_W13 Internet_CVR(S)_W14 Internet_CVR(S)_W15 Internet_CVR(S)_W16 Internet_CVR(S)_W17 Internet_CVR(S)_W18 Internet_CVR(S)_W19 Internet_CVR(S)_W20 Internet_CVR(S)_W21 Internet_CVR(S)_W22 Internet_CVR(S)_W23 Internet_CVR(S)_W24 Internet_CVR(S)_W25 Internet_CVR(S)_W26 Internet_CVR(S)_W27 Internet_CVR(S)_W28 Internet_CVR(S)_W29 Internet_CVR(S)_W30 Internet_CVR(S)_W31 Internet_CVR(S)_W32 Internet_CVR(S)_W33 Internet_CVR(S)_W34 Internet_CVR(S)_W35 Internet_CVR(S)_W36 Internet_CVR(S)_W37 Internet_CVR(S)_W38 Internet_CVR(S)_W39 Internet_CVR(S)_W40 Impressions_W0 Impressions_W1 Impressions_W2 Impressions_W3 Impressions_W4 Impressions_W5 Impressions_W6 Impressions_W7 Impressions_W8 Impressions_W9 Impressions_W10 Impressions_W11 Impressions_W12 Impressions_W13 Impressions_W14 Impressions_W15 Impressions_W16 Impressions_W17 Impressions_W18 Impressions_W19 Impressions_W20 Impressions_W21 Impressions_W22 Impressions_W23 Impressions_W24 Impressions_W25 Impressions_W26 Impressions_W27 Impressions_W28 Impressions_W29 Impressions_W30 Impressions_W31 Impressions_W32 Impressions_W33 Impressions_W34 Impressions_W35 Impressions_W36 Impressions_W37 Impressions_W38 Impressions_W39 Impressions_W40 Spend_W0 Spend_W1 Spend_W2 Spend_W3 Spend_W4 Spend_W5 Spend_W6 Spend_W7 Spend_W8 Spend_W9 Spend_W10 Spend_W11 Spend_W12 Spend_W13 Spend_W14 Spend_W15 Spend_W16 Spend_W17 Spend_W18 Spend_W19 Spend_W20 Spend_W21 Spend_W22 Spend_W23 Spend_W24 Spend_W25 Spend_W26 Spend_W27 Spend_W28 Spend_W29 Spend_W30 Spend_W31 Spend_W32 Spend_W33 Spend_W34 Spend_W35 Spend_W36 Spend_W37 Spend_W38 Spend_W39 Spend_W40
7617 0.44 0.34 0.32 0.33 0.25 0.53 0.38 0.30 0.70 0.67 0.34 0.51 0.55 0.31 0.70 0.44 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 286.36 301.12 301.63 313.32 334.81 144.03 188.62 431.47 1860.27 505.05 2233.68 126.74 237.15 998.75 1084.88 1679.93 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.22 0.15 0.14 0.11 0.06 0.10 0.11 0.15 0.45 0.34 0.17 0.38 0.40 0.25 0.51 0.18 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 4.10 2.57 5.59 5.20 2.52 2.92 7.61 33.07 0.0 0.0 0.0 0.0 12.48 12.76 17.68 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 13270.0 78041.0 77910.0 82343.0 88408.0 71512.0 68391.0 63041.0 2419.0 594.0 582.0 789.0 1265.0 1602.0 1567.0 1131.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 257.0 1858.0 1928.0 1969.0 1978.0 1843.0 1665.0 1499.0 81.0 18.0 23.0 25.0 42.0 53.0 68.0 47.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
7645 0.11 0.32 0.31 0.38 0.26 0.81 0.39 0.35 1.42 0.08 0.24 0.33 0.45 0.84 0.82 0.28 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 224.22 249.71 162.73 0.00 1164.98 240.73 631.94 1384.26 4245.28 165.56 122.25 467.29 227.27 1090.60 273.97 4829.55 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.11 0.15 0.14 0.21 0.08 0.21 0.16 0.22 0.63 0.08 0.00 0.27 0.08 0.59 0.55 0.28 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 9.99 0.00 0.00 30.06 19.82 8.54 13.34 31.45 0.0 0.0 26.7 0.0 16.78 0.00 56.82 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 892.0 6007.0 4916.0 2395.0 2661.0 7062.0 11710.0 5996.0 636.0 1208.0 818.0 1498.0 1320.0 1192.0 730.0 352.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 18.0 161.0 138.0 69.0 97.0 247.0 366.0 184.0 27.0 36.0 30.0 49.0 44.0 43.0 31.0 15.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
In [ ]:
# Non-outliers
week_data[week_data['CVR(BF)_W15'] < 1000].head()
Out[ ]:
CTR_W0 CTR_W1 CTR_W2 CTR_W3 CTR_W4 CTR_W5 CTR_W6 CTR_W7 CTR_W8 CTR_W9 CTR_W10 CTR_W11 CTR_W12 CTR_W13 CTR_W14 CTR_W15 CTR_W16 CTR_W17 CTR_W18 CTR_W19 CTR_W20 CTR_W21 CTR_W22 CTR_W23 CTR_W24 CTR_W25 CTR_W26 CTR_W27 CTR_W28 CTR_W29 CTR_W30 CTR_W31 CTR_W32 CTR_W33 CTR_W34 CTR_W35 CTR_W36 CTR_W37 CTR_W38 CTR_W39 CTR_W40 CVR(BF)_W0 CVR(BF)_W1 CVR(BF)_W2 CVR(BF)_W3 CVR(BF)_W4 CVR(BF)_W5 CVR(BF)_W6 CVR(BF)_W7 CVR(BF)_W8 CVR(BF)_W9 CVR(BF)_W10 CVR(BF)_W11 CVR(BF)_W12 CVR(BF)_W13 CVR(BF)_W14 CVR(BF)_W15 CVR(BF)_W16 CVR(BF)_W17 CVR(BF)_W18 CVR(BF)_W19 CVR(BF)_W20 CVR(BF)_W21 CVR(BF)_W22 CVR(BF)_W23 CVR(BF)_W24 CVR(BF)_W25 CVR(BF)_W26 CVR(BF)_W27 CVR(BF)_W28 CVR(BF)_W29 CVR(BF)_W30 CVR(BF)_W31 CVR(BF)_W32 CVR(BF)_W33 CVR(BF)_W34 CVR(BF)_W35 CVR(BF)_W36 CVR(BF)_W37 CVR(BF)_W38 CVR(BF)_W39 CVR(BF)_W40 CVR(SV)_W0 CVR(SV)_W1 CVR(SV)_W2 CVR(SV)_W3 CVR(SV)_W4 CVR(SV)_W5 CVR(SV)_W6 CVR(SV)_W7 CVR(SV)_W8 CVR(SV)_W9 CVR(SV)_W10 CVR(SV)_W11 CVR(SV)_W12 CVR(SV)_W13 CVR(SV)_W14 CVR(SV)_W15 CVR(SV)_W16 CVR(SV)_W17 CVR(SV)_W18 CVR(SV)_W19 CVR(SV)_W20 CVR(SV)_W21 CVR(SV)_W22 CVR(SV)_W23 CVR(SV)_W24 CVR(SV)_W25 CVR(SV)_W26 CVR(SV)_W27 CVR(SV)_W28 CVR(SV)_W29 CVR(SV)_W30 CVR(SV)_W31 CVR(SV)_W32 CVR(SV)_W33 CVR(SV)_W34 CVR(SV)_W35 CVR(SV)_W36 CVR(SV)_W37 CVR(SV)_W38 CVR(SV)_W39 CVR(SV)_W40 Internet_CVR(S)_W0 Internet_CVR(S)_W1 Internet_CVR(S)_W2 Internet_CVR(S)_W3 Internet_CVR(S)_W4 Internet_CVR(S)_W5 Internet_CVR(S)_W6 Internet_CVR(S)_W7 Internet_CVR(S)_W8 Internet_CVR(S)_W9 Internet_CVR(S)_W10 Internet_CVR(S)_W11 Internet_CVR(S)_W12 Internet_CVR(S)_W13 Internet_CVR(S)_W14 Internet_CVR(S)_W15 Internet_CVR(S)_W16 Internet_CVR(S)_W17 Internet_CVR(S)_W18 Internet_CVR(S)_W19 Internet_CVR(S)_W20 Internet_CVR(S)_W21 Internet_CVR(S)_W22 Internet_CVR(S)_W23 Internet_CVR(S)_W24 Internet_CVR(S)_W25 Internet_CVR(S)_W26 Internet_CVR(S)_W27 Internet_CVR(S)_W28 Internet_CVR(S)_W29 Internet_CVR(S)_W30 Internet_CVR(S)_W31 Internet_CVR(S)_W32 Internet_CVR(S)_W33 Internet_CVR(S)_W34 Internet_CVR(S)_W35 Internet_CVR(S)_W36 Internet_CVR(S)_W37 Internet_CVR(S)_W38 Internet_CVR(S)_W39 Internet_CVR(S)_W40 Impressions_W0 Impressions_W1 Impressions_W2 Impressions_W3 Impressions_W4 Impressions_W5 Impressions_W6 Impressions_W7 Impressions_W8 Impressions_W9 Impressions_W10 Impressions_W11 Impressions_W12 Impressions_W13 Impressions_W14 Impressions_W15 Impressions_W16 Impressions_W17 Impressions_W18 Impressions_W19 Impressions_W20 Impressions_W21 Impressions_W22 Impressions_W23 Impressions_W24 Impressions_W25 Impressions_W26 Impressions_W27 Impressions_W28 Impressions_W29 Impressions_W30 Impressions_W31 Impressions_W32 Impressions_W33 Impressions_W34 Impressions_W35 Impressions_W36 Impressions_W37 Impressions_W38 Impressions_W39 Impressions_W40 Spend_W0 Spend_W1 Spend_W2 Spend_W3 Spend_W4 Spend_W5 Spend_W6 Spend_W7 Spend_W8 Spend_W9 Spend_W10 Spend_W11 Spend_W12 Spend_W13 Spend_W14 Spend_W15 Spend_W16 Spend_W17 Spend_W18 Spend_W19 Spend_W20 Spend_W21 Spend_W22 Spend_W23 Spend_W24 Spend_W25 Spend_W26 Spend_W27 Spend_W28 Spend_W29 Spend_W30 Spend_W31 Spend_W32 Spend_W33 Spend_W34 Spend_W35 Spend_W36 Spend_W37 Spend_W38 Spend_W39 Spend_W40
0 0.98 1.58 0.00 0.00 0.13 0.43 0.48 0.43 0.41 0.9 1.71 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 205.0 317.0 417.0 403.0 797.0 41890.0 83865.0 68932.0 7236.0 111.0 117.0 229.0 210.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2.0 3.0 4.0 4.0 22.0 853.0 1692.0 1394.0 150.0 3.0 4.0 7.0 6.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
8 0.49 0.35 0.26 0.27 0.27 0.26 0.23 0.24 0.23 0.0 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 37.77 35.93 34.39 17.91 25.14 21.20 16.44 25.02 11.82 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.27 0.15 0.11 0.12 0.11 0.09 0.08 0.10 0.09 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1.49 0.17 0.17 0.16 0.15 0.15 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 63550.0 125249.0 107590.0 117234.0 119314.0 127372.0 133784.0 131902.0 33827.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1724.0 3344.0 3110.0 3327.0 3340.0 3529.0 3526.0 3518.0 1162.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
9 0.66 0.57 0.61 0.58 0.51 0.58 0.53 0.54 0.49 0.0 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 73.04 68.23 11.60 12.68 4.76 4.06 15.88 27.41 26.50 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.07 0.10 0.08 0.09 0.07 0.04 0.05 0.04 0.09 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.93 1.01 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 27381.0 46901.0 43107.0 39422.0 41999.0 49238.0 44079.0 47429.0 7547.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 282.0 529.0 479.0 458.0 442.0 632.0 542.0 574.0 87.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
10 0.37 0.36 0.37 0.22 0.24 0.23 0.19 0.20 0.16 0.0 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 37.37 0.00 0.00 0.00 0.00 12.11 37.05 24.60 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.22 0.09 0.15 0.06 0.04 0.02 0.05 0.18 0.10 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2676.0 5540.0 5971.0 6365.0 7127.0 8255.0 8097.0 8131.0 1928.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 50.0 88.0 102.0 110.0 124.0 131.0 114.0 106.0 25.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
11 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 119.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0

Comparing kpi trends for outlier creatives and non-outlier creatives, we can see that the non-outliers have dramatically less variance and follow a more consistent path relative to the outlier creatives. For this reason, outliers will be dropped in accordance with the threshold stated earlier.

In [ ]:
print(week_data.shape)
# Drop data points greater than the thresholds
for col in cvrbf_w:
    week_data = week_data[week_data[col] < 1250]

for col in cvrint_w:
    week_data = week_data[week_data[col] < 75]

print(week_data.shape)
(2452, 246)
(2425, 246)

A total of 27 creatives were removed because of outlier characteristics. Plotting the same graph below once more shows us no more evidence of outliers.

In [ ]:
# Quick look at distributions
#week_data.reset_index(drop=True, inplace=True)
fig, ax = plt.subplots(2, 2, figsize=(18, 10), sharex=True)

week_data.reset_index()[ctr_w].plot(ax=ax[0,0], legend=None)
ax[0,0].title.set_text('CTR Distribution')

week_data.reset_index()[cvrbf_w].plot(ax=ax[0,1], legend=None)
ax[0,1].title.set_text('CVR(BF) Distribution')

week_data.reset_index()[cvrsv_w].plot(ax=ax[1,0], legend=None)
ax[1,0].title.set_text('CVR(SV) Distribution')

week_data.reset_index()[cvrint_w].plot(ax=ax[1,1], legend=None)
ax[1,1].title.set_text('Internet CVR(S) Distribution')

plt.show()

Primary Learning Objectives and Insights¶

PLO - Optimal mix of creatives per Funnel + Publisher¶

In [ ]:
# Replace week features with cleaned features
social_data = pd.concat([social_data, labeled_social_data.iloc[:, 31:]], axis=1)
social_data.head()
Out[ ]:
Creative ID funnel publisher lob product theme kpi_audience creative_versions price price_placement discount offer_placement offer_group asset_type video_type length CTR_W0 CTR_W1 CTR_W2 CTR_W3 CTR_W4 CTR_W5 CTR_W6 CTR_W7 CTR_W8 CTR_W9 CTR_W10 CTR_W11 CTR_W12 CTR_W13 CTR_W14 CTR_W15 CTR_W16 CTR_W17 CTR_W18 CTR_W19 CTR_W20 CTR_W21 CTR_W22 CTR_W23 CTR_W24 CTR_W25 CTR_W26 CTR_W27 CTR_W28 CTR_W29 CTR_W30 CTR_W31 CTR_W32 CTR_W33 CTR_W34 CTR_W35 CTR_W36 CTR_W37 CTR_W38 CTR_W39 CTR_W40 CTR_W41 CTR_W42 CTR_W43 CTR_W44 CTR_W45 CTR_W46 CTR_W47 CVR(BF)_W0 CVR(BF)_W1 CVR(BF)_W2 CVR(BF)_W3 CVR(BF)_W4 CVR(BF)_W5 CVR(BF)_W6 CVR(BF)_W7 CVR(BF)_W8 CVR(BF)_W9 CVR(BF)_W10 CVR(BF)_W11 CVR(BF)_W12 CVR(BF)_W13 CVR(BF)_W14 CVR(BF)_W15 CVR(BF)_W16 CVR(BF)_W17 CVR(BF)_W18 CVR(BF)_W19 CVR(BF)_W20 CVR(BF)_W21 CVR(BF)_W22 CVR(BF)_W23 CVR(BF)_W24 CVR(BF)_W25 CVR(BF)_W26 CVR(BF)_W27 CVR(BF)_W28 CVR(BF)_W29 CVR(BF)_W30 CVR(BF)_W31 CVR(BF)_W32 CVR(BF)_W33 CVR(BF)_W34 CVR(BF)_W35 CVR(BF)_W36 CVR(BF)_W37 CVR(BF)_W38 CVR(BF)_W39 CVR(BF)_W40 CVR(BF)_W41 CVR(BF)_W42 CVR(BF)_W43 CVR(BF)_W44 CVR(BF)_W45 CVR(BF)_W46 CVR(BF)_W47 CVR(SV)_W0 CVR(SV)_W1 CVR(SV)_W2 CVR(SV)_W3 CVR(SV)_W4 CVR(SV)_W5 CVR(SV)_W6 CVR(SV)_W7 CVR(SV)_W8 CVR(SV)_W9 CVR(SV)_W10 CVR(SV)_W11 CVR(SV)_W12 CVR(SV)_W13 CVR(SV)_W14 CVR(SV)_W15 CVR(SV)_W16 CVR(SV)_W17 CVR(SV)_W18 CVR(SV)_W19 CVR(SV)_W20 CVR(SV)_W21 CVR(SV)_W22 CVR(SV)_W23 CVR(SV)_W24 CVR(SV)_W25 CVR(SV)_W26 CVR(SV)_W27 CVR(SV)_W28 CVR(SV)_W29 CVR(SV)_W30 CVR(SV)_W31 CVR(SV)_W32 CVR(SV)_W33 CVR(SV)_W34 CVR(SV)_W35 CVR(SV)_W36 CVR(SV)_W37 CVR(SV)_W38 CVR(SV)_W39 CVR(SV)_W40 CVR(SV)_W41 CVR(SV)_W42 CVR(SV)_W43 CVR(SV)_W44 CVR(SV)_W45 CVR(SV)_W46 CVR(SV)_W47 Internet_CVR(S)_W0 Internet_CVR(S)_W1 Internet_CVR(S)_W2 Internet_CVR(S)_W3 Internet_CVR(S)_W4 Internet_CVR(S)_W5 Internet_CVR(S)_W6 Internet_CVR(S)_W7 Internet_CVR(S)_W8 Internet_CVR(S)_W9 Internet_CVR(S)_W10 Internet_CVR(S)_W11 Internet_CVR(S)_W12 Internet_CVR(S)_W13 Internet_CVR(S)_W14 Internet_CVR(S)_W15 Internet_CVR(S)_W16 Internet_CVR(S)_W17 Internet_CVR(S)_W18 Internet_CVR(S)_W19 Internet_CVR(S)_W20 Internet_CVR(S)_W21 Internet_CVR(S)_W22 Internet_CVR(S)_W23 Internet_CVR(S)_W24 Internet_CVR(S)_W25 Internet_CVR(S)_W26 Internet_CVR(S)_W27 Internet_CVR(S)_W28 Internet_CVR(S)_W29 Internet_CVR(S)_W30 Internet_CVR(S)_W31 Internet_CVR(S)_W32 Internet_CVR(S)_W33 Internet_CVR(S)_W34 Internet_CVR(S)_W35 Internet_CVR(S)_W36 Internet_CVR(S)_W37 Internet_CVR(S)_W38 Internet_CVR(S)_W39 Internet_CVR(S)_W40 Internet_CVR(S)_W41 Internet_CVR(S)_W42 Internet_CVR(S)_W43 Internet_CVR(S)_W44 Internet_CVR(S)_W45 Internet_CVR(S)_W46 Internet_CVR(S)_W47 Impressions_W0 Impressions_W1 Impressions_W2 Impressions_W3 Impressions_W4 Impressions_W5 Impressions_W6 Impressions_W7 Impressions_W8 Impressions_W9 Impressions_W10 Impressions_W11 Impressions_W12 Impressions_W13 Impressions_W14 Impressions_W15 Impressions_W16 Impressions_W17 Impressions_W18 Impressions_W19 Impressions_W20 Impressions_W21 Impressions_W22 Impressions_W23 Impressions_W24 Impressions_W25 Impressions_W26 Impressions_W27 Impressions_W28 Impressions_W29 Impressions_W30 Impressions_W31 Impressions_W32 Impressions_W33 Impressions_W34 Impressions_W35 Impressions_W36 Impressions_W37 Impressions_W38 Impressions_W39 Impressions_W40 Impressions_W41 Impressions_W42 Impressions_W43 Impressions_W44 Impressions_W45 Impressions_W46 Impressions_W47 Spend_W0 Spend_W1 Spend_W2 Spend_W3 Spend_W4 Spend_W5 Spend_W6 Spend_W7 Spend_W8 Spend_W9 Spend_W10 Spend_W11 Spend_W12 Spend_W13 Spend_W14 Spend_W15 Spend_W16 Spend_W17 Spend_W18 Spend_W19 Spend_W20 Spend_W21 Spend_W22 Spend_W23 Spend_W24 Spend_W25 Spend_W26 Spend_W27 Spend_W28 Spend_W29 Spend_W30 Spend_W31 Spend_W32 Spend_W33 Spend_W34 Spend_W35 Spend_W36 Spend_W37 Spend_W38 Spend_W39 Spend_W40 Spend_W41 Spend_W42 Spend_W43 Spend_W44 Spend_W45 Spend_W46 Spend_W47
0 Creative 1 MF Publisher 1 LOB 1 Product 1 Theme 1 Audience 1 Creative 1 No Price NaN 0.0 NaN No offer Vid Stock :15 0.98 1.58 0.00 0.00 0.13 0.43 0.48 0.43 0.41 0.9 1.71 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 205.0 317.0 417.0 403.0 797.0 41890.0 83865.0 68932.0 7236.0 111.0 117.0 229.0 210.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2.0 3.0 4.0 4.0 22.0 853.0 1692.0 1394.0 150.0 3.0 4.0 7.0 6.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
8 Creative 9 MF Publisher 3 LOB 1 Product 1 Theme 1 Audience 2 Creative 1 No Price NaN 0.0 NaN No offer Vid Stock :15 0.49 0.35 0.26 0.27 0.27 0.26 0.23 0.24 0.23 0.0 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 37.77 35.93 34.39 17.91 25.14 21.20 16.44 25.02 11.82 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.27 0.15 0.11 0.12 0.11 0.09 0.08 0.10 0.09 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1.49 0.17 0.17 0.16 0.15 0.15 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 63550.0 125249.0 107590.0 117234.0 119314.0 127372.0 133784.0 131902.0 33827.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1724.0 3344.0 3110.0 3327.0 3340.0 3529.0 3526.0 3518.0 1162.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
9 Creative 10 MF Publisher 4 LOB 1 Product 1 Theme 1 Audience 2 Creative 1 No Price NaN 0.0 NaN No offer Vid Stock :15 0.66 0.57 0.61 0.58 0.51 0.58 0.53 0.54 0.49 0.0 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 73.04 68.23 11.60 12.68 4.76 4.06 15.88 27.41 26.50 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.07 0.10 0.08 0.09 0.07 0.04 0.05 0.04 0.09 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.93 1.01 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 27381.0 46901.0 43107.0 39422.0 41999.0 49238.0 44079.0 47429.0 7547.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 282.0 529.0 479.0 458.0 442.0 632.0 542.0 574.0 87.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
10 Creative 11 MF Publisher 5 LOB 1 Product 1 Theme 1 Audience 2 Creative 1 No Price NaN 0.0 NaN No offer Vid Stock :15 0.37 0.36 0.37 0.22 0.24 0.23 0.19 0.20 0.16 0.0 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 37.37 0.00 0.00 0.00 0.00 12.11 37.05 24.60 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.22 0.09 0.15 0.06 0.04 0.02 0.05 0.18 0.10 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2676.0 5540.0 5971.0 6365.0 7127.0 8255.0 8097.0 8131.0 1928.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 50.0 88.0 102.0 110.0 124.0 131.0 114.0 106.0 25.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
11 Creative 12 LF Publisher 5 LOB 1 Product 2 Theme 1 Audience 2 Creative 2 Price 1 NaN 0.0 NaN No offer Vid Stock :15 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.00 0.00 0.00 0.00 0.00 0.00 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 119.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 1.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
In [ ]:
# Create week features for in market creatives
for idx, week in enumerate(social_data[ctr_w].columns):
    social_data[f'In_Market_W{idx}'] = social_data[week].apply(lambda x: 1 if x > 0 else 0)

social_data.iloc[:, -41:].head()
Out[ ]:
In_Market_W0 In_Market_W1 In_Market_W2 In_Market_W3 In_Market_W4 In_Market_W5 In_Market_W6 In_Market_W7 In_Market_W8 In_Market_W9 In_Market_W10 In_Market_W11 In_Market_W12 In_Market_W13 In_Market_W14 In_Market_W15 In_Market_W16 In_Market_W17 In_Market_W18 In_Market_W19 In_Market_W20 In_Market_W21 In_Market_W22 In_Market_W23 In_Market_W24 In_Market_W25 In_Market_W26 In_Market_W27 In_Market_W28 In_Market_W29 In_Market_W30 In_Market_W31 In_Market_W32 In_Market_W33 In_Market_W34 In_Market_W35 In_Market_W36 In_Market_W37 In_Market_W38 In_Market_W39 In_Market_W40
0 1 1 0 0 1 1 1 1 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
8 1 1 1 1 1 1 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
9 1 1 1 1 1 1 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
10 1 1 1 1 1 1 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
11 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
In [ ]:
# Find number of creatives per week and average KPI per week by funnel and publisher
in_market_w = [col for col in social_data.columns if col.startswith('In_Market')]
in_market_creatives_df = social_data.groupby(['funnel', 'publisher'])[in_market_w].agg('sum')
kpi_creatives_df = social_data.groupby(['funnel', 'publisher'])[ctr_w + cvrbf_w + cvrsv_w + cvrint_w].agg('mean')

creatives_df = pd.concat([in_market_creatives_df, kpi_creatives_df], axis=1)
creatives_df
Out[ ]:
In_Market_W0 In_Market_W1 In_Market_W2 In_Market_W3 In_Market_W4 In_Market_W5 In_Market_W6 In_Market_W7 In_Market_W8 In_Market_W9 In_Market_W10 In_Market_W11 In_Market_W12 In_Market_W13 In_Market_W14 In_Market_W15 In_Market_W16 In_Market_W17 In_Market_W18 In_Market_W19 In_Market_W20 In_Market_W21 In_Market_W22 In_Market_W23 In_Market_W24 In_Market_W25 In_Market_W26 In_Market_W27 In_Market_W28 In_Market_W29 In_Market_W30 In_Market_W31 In_Market_W32 In_Market_W33 In_Market_W34 In_Market_W35 In_Market_W36 In_Market_W37 In_Market_W38 In_Market_W39 In_Market_W40 CTR_W0 CTR_W1 CTR_W2 CTR_W3 CTR_W4 CTR_W5 CTR_W6 CTR_W7 CTR_W8 CTR_W9 CTR_W10 CTR_W11 CTR_W12 CTR_W13 CTR_W14 CTR_W15 CTR_W16 CTR_W17 CTR_W18 CTR_W19 CTR_W20 CTR_W21 CTR_W22 CTR_W23 CTR_W24 CTR_W25 CTR_W26 CTR_W27 CTR_W28 CTR_W29 CTR_W30 CTR_W31 CTR_W32 CTR_W33 CTR_W34 CTR_W35 CTR_W36 CTR_W37 CTR_W38 CTR_W39 CTR_W40 CVR(BF)_W0 CVR(BF)_W1 CVR(BF)_W2 CVR(BF)_W3 CVR(BF)_W4 CVR(BF)_W5 CVR(BF)_W6 CVR(BF)_W7 CVR(BF)_W8 CVR(BF)_W9 CVR(BF)_W10 CVR(BF)_W11 CVR(BF)_W12 CVR(BF)_W13 CVR(BF)_W14 CVR(BF)_W15 CVR(BF)_W16 CVR(BF)_W17 CVR(BF)_W18 CVR(BF)_W19 CVR(BF)_W20 CVR(BF)_W21 CVR(BF)_W22 CVR(BF)_W23 CVR(BF)_W24 CVR(BF)_W25 CVR(BF)_W26 CVR(BF)_W27 CVR(BF)_W28 CVR(BF)_W29 CVR(BF)_W30 CVR(BF)_W31 CVR(BF)_W32 CVR(BF)_W33 CVR(BF)_W34 CVR(BF)_W35 CVR(BF)_W36 CVR(BF)_W37 CVR(BF)_W38 CVR(BF)_W39 CVR(BF)_W40 CVR(SV)_W0 CVR(SV)_W1 CVR(SV)_W2 CVR(SV)_W3 CVR(SV)_W4 CVR(SV)_W5 CVR(SV)_W6 CVR(SV)_W7 CVR(SV)_W8 CVR(SV)_W9 CVR(SV)_W10 CVR(SV)_W11 CVR(SV)_W12 CVR(SV)_W13 CVR(SV)_W14 CVR(SV)_W15 CVR(SV)_W16 CVR(SV)_W17 CVR(SV)_W18 CVR(SV)_W19 CVR(SV)_W20 CVR(SV)_W21 CVR(SV)_W22 CVR(SV)_W23 CVR(SV)_W24 CVR(SV)_W25 CVR(SV)_W26 CVR(SV)_W27 CVR(SV)_W28 CVR(SV)_W29 CVR(SV)_W30 CVR(SV)_W31 CVR(SV)_W32 CVR(SV)_W33 CVR(SV)_W34 CVR(SV)_W35 CVR(SV)_W36 CVR(SV)_W37 CVR(SV)_W38 CVR(SV)_W39 CVR(SV)_W40 Internet_CVR(S)_W0 Internet_CVR(S)_W1 Internet_CVR(S)_W2 Internet_CVR(S)_W3 Internet_CVR(S)_W4 Internet_CVR(S)_W5 Internet_CVR(S)_W6 Internet_CVR(S)_W7 Internet_CVR(S)_W8 Internet_CVR(S)_W9 Internet_CVR(S)_W10 Internet_CVR(S)_W11 Internet_CVR(S)_W12 Internet_CVR(S)_W13 Internet_CVR(S)_W14 Internet_CVR(S)_W15 Internet_CVR(S)_W16 Internet_CVR(S)_W17 Internet_CVR(S)_W18 Internet_CVR(S)_W19 Internet_CVR(S)_W20 Internet_CVR(S)_W21 Internet_CVR(S)_W22 Internet_CVR(S)_W23 Internet_CVR(S)_W24 Internet_CVR(S)_W25 Internet_CVR(S)_W26 Internet_CVR(S)_W27 Internet_CVR(S)_W28 Internet_CVR(S)_W29 Internet_CVR(S)_W30 Internet_CVR(S)_W31 Internet_CVR(S)_W32 Internet_CVR(S)_W33 Internet_CVR(S)_W34 Internet_CVR(S)_W35 Internet_CVR(S)_W36 Internet_CVR(S)_W37 Internet_CVR(S)_W38 Internet_CVR(S)_W39 Internet_CVR(S)_W40
funnel publisher
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Publisher 4 489 478 436 370 336 261 227 156 153 143 124 95 90 86 84 79 75 75 59 58 44 40 40 33 22 10 7 6 0 0 0 0 0 0 0 0 0 0 0 0 0 0.313313 0.307526 0.265849 0.219980 0.200573 0.155440 0.134928 0.099571 0.097342 0.092924 0.081063 0.058875 0.055767 0.052413 0.053824 0.049693 0.046851 0.048323 0.038609 0.036339 0.029632 0.026360 0.024785 0.019448 0.014192 0.007914 0.005930 0.004110 0.000000 0.00000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 24.928978 32.629898 29.753783 27.556053 24.955235 17.884663 16.320941 10.491472 10.948773 11.539305 9.150164 6.177485 6.882188 5.357751 5.607423 6.055562 6.015583 6.204560 5.410245 6.899489 4.842352 4.129734 5.238262 4.408221 3.116667 1.463845 0.772761 1.784213 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.00000 0.000000 0.000000 0.000000 0.000000 0.047771 0.063497 0.056728 0.051329 0.050348 0.037198 0.036135 0.023906 0.025174 0.022311 0.019018 0.013967 0.012577 0.009775 0.009693 0.009571 0.008814 0.010593 0.007464 0.008119 0.006053 0.005910 0.006789 0.005297 0.004110 0.001902 0.001472 0.003292 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.00000 0.00000 0.000000 0.195256 0.279632 0.246421 0.232168 0.233620 0.158262 0.124397 0.098078 0.103640 0.102168 0.080470 0.055358 0.058282 0.046155 0.045706 0.037485 0.062924 0.063436 0.040020 0.046421 0.040245 0.034519 0.059325 0.033538 0.029591 0.012720 0.000000 0.044233 0.000000 0.000000 0.000000 0.000000 0.000000 0.00000 0.000000 0.000000 0.000000 0.000000 0.00 0.000000 0.000000
Publisher 5 180 176 152 109 90 66 60 38 27 26 27 21 19 19 18 18 17 16 17 13 13 13 13 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0.092404 0.088365 0.063750 0.054183 0.046106 0.035144 0.031106 0.015048 0.012260 0.012885 0.013558 0.009567 0.007500 0.007452 0.007260 0.006971 0.007067 0.006683 0.006538 0.005673 0.004952 0.005000 0.004663 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.00000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 6.936923 7.418558 6.854375 4.799856 4.317692 1.806442 1.538606 1.123846 0.992163 0.643942 0.661442 0.639856 0.810481 0.493990 0.552500 0.687019 0.903269 0.325721 0.462212 0.467692 0.310288 0.507548 0.407885 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.00000 0.000000 0.000000 0.000000 0.000000 0.024231 0.025625 0.022981 0.017452 0.016587 0.010673 0.009135 0.008462 0.004904 0.005913 0.003558 0.003750 0.003077 0.002356 0.002740 0.002692 0.001683 0.001538 0.001683 0.001587 0.001250 0.001587 0.001827 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.00000 0.00000 0.000000 0.076010 0.108365 0.080096 0.068606 0.055625 0.034471 0.024952 0.041731 0.016538 0.012981 0.013029 0.037115 0.017981 0.004519 0.013029 0.032452 0.006154 0.005481 0.008990 0.002452 0.003798 0.045096 0.004808 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.000000 0.00000 0.000000 0.000000 0.000000 0.000000 0.00 0.000000 0.000000
In [ ]:
# Number of Creatives vs CTR - first two months
for i in range(8):
    plt.subplots(figsize=(14, 4))

    ax = creatives_df[f'In_Market_W{i}'].plot(kind='bar')
    ax.set_xlabel('Funnel, Publisher')
    ax.set_xticklabels(ax.get_xticks(), rotation=45)
    ax.set_ylabel('# of Creatives', color='blue', fontsize=14)

    ax2 = ax.twinx()

    creatives_df[f'CTR_W{i}'].plot(ax=ax2, color='red', style='o-')
    ax2.set_ylabel('CTR', color='red', fontsize=14)

    plt.title(f'# of Creatives & Average CTR by Funnel + Publisher - Week {i}', fontsize=14)
    ax.grid(False)
    ax2.grid(False)

    plt.show()
In [ ]:
# Number of Creatives vs Buy Flow CVR - first two months
for i in range(8):
    plt.subplots(figsize=(14, 4))

    ax = creatives_df[f'In_Market_W{i}'].plot(kind='bar')
    ax.set_xlabel('Funnel, Publisher')
    ax.set_xticklabels(ax.get_xticks(), rotation=45)
    ax.set_ylabel('# of Creatives', color='blue', fontsize=14)

    ax2 = ax.twinx()

    creatives_df[f'CVR(BF)_W{i}'].plot(ax=ax2, color='red', style='o-')
    ax2.set_ylabel('CVRBF', color='red', fontsize=14)

    plt.title(f'# of Creatives & Average CVRBF by Funnel + Publisher - Week {i}', fontsize=14)
    ax.grid(False)
    ax2.grid(False)

    plt.show()
In [ ]:
# Number of Creatives vs Site Visit CVR - first two months
for i in range(8):
    plt.subplots(figsize=(14, 4))

    ax = creatives_df[f'In_Market_W{i}'].plot(kind='bar')
    ax.set_xlabel('Funnel, Publisher')
    ax.set_xticklabels(ax.get_xticks(), rotation=45)
    ax.set_ylabel('# of Creatives', color='blue', fontsize=14)

    ax2 = ax.twinx()

    creatives_df[f'CVR(SV)_W{i}'].plot(ax=ax2, color='red', style='o-')
    ax2.set_ylabel('Site Visit CVR', color='red', fontsize=14)

    plt.title(f'# of Creatives & Average Site Visit CVR by Funnel + Publisher - Week {i}', fontsize=14)
    ax.grid(False)
    ax2.grid(False)

    plt.show()
In [ ]:
# Number of Creatives vs Sales CVR - first two months
for i in range(8):
    plt.subplots(figsize=(14, 4))

    ax = creatives_df[f'In_Market_W{i}'].plot(kind='bar')
    ax.set_xlabel('Funnel, Publisher')
    ax.set_xticklabels(ax.get_xticks(), rotation=45)
    ax.set_ylabel('# of Creatives', color='blue', fontsize=14)

    ax2 = ax.twinx()

    creatives_df[f'Internet_CVR(S)_W{i}'].plot(ax=ax2, color='red', style='o-')
    ax2.set_ylabel('Sales CVR', color='red', fontsize=14)

    plt.title(f'# of Creatives & Average Sales CVR by Funnel + Publisher - Week {i}', fontsize=14)
    ax.grid(False)
    ax2.grid(False)

    plt.show()

From the graphs above, it seems like publisher 3 and 4 are most influential for all but CTR KPIs. However, this may be because there are not many creatives at other publishers to begin with. One thing to experiment with is increasing the number of creatives at a specific funnel and publisher in an attempt to increase a certain KPI. For instance, if trying to increase sales CVR, increasing the number of creatives in the LF using publisher 1, 12 and 5 could prove useful.

What's the average KPI behaviour after launch?

In [ ]:
# Plot weekly means
ctr_means = np.mean(week_data[ctr_w])
cvrbf_means = np.mean(week_data[cvrbf_w])
cvrsv_means = np.mean(week_data[cvrsv_w])
cvrint_means = np.mean(week_data[cvrint_w])

kpis = {
    'CTR': ctr_means.values,
    'Buy Flow CVR': cvrbf_means.values,
    'Site Visit CVR': cvrsv_means.values,
    'Sales CVR': cvrint_means.values
}

kpi_means_df = pd.DataFrame(kpis)

fig, ax = plt.subplots(2, 2, figsize=(14, 6), sharex=True)
fig.suptitle('Average Weekly KPIs', fontsize=14)

sns.lineplot(x=range(41), y='CTR', data=kpi_means_df, ax=ax[0,0])
ax[0,0].set_title('CTR')
ax[0,0].set_xlabel('Weeks Since Launch')
ax[0,0].set_ylabel('')

sns.lineplot(x=range(41), y='Buy Flow CVR', data=kpi_means_df, ax=ax[0,1])
ax[0,1].set_title('Buy Flow CVR')
ax[0,1].set_xlabel('Weeks Since Launch')
ax[0,1].set_ylabel('')

sns.lineplot(x=range(41), y='Site Visit CVR', data=kpi_means_df, ax=ax[1,0])
ax[1,0].set_title('Site Visit CVR')
ax[1,0].set_xlabel('Weeks Since Launch')
ax[1,0].set_ylabel('')

sns.lineplot(x=range(41), y='Sales CVR', data=kpi_means_df, ax=ax[1,1])
ax[1,1].set_title('Sales CVR')
ax[1,1].set_xlabel('Weeks Since Launch')
ax[1,1].set_ylabel('')

plt.show()

CTRs fall immediately upon launch, whereas BF, SV, and sales increases for a short period. This behaviour seems normal since some people may visit the website but not necessarily by clicking on the creative ad itself. We also see that a creatives life cycle begins to end near week 10 where the "elbow" or "kink" is located.

PLO - Impact of number of creatives in market on performance¶

In [ ]:
# Find number of creatives in market per week
n_creatives_w = [f'N_Creatives_W{i}' for i in range(41)]

n_creatives = week_data[ctr_w].astype(bool).sum(axis=0)
n_creatives.index = n_creatives_w
n_creatives.to_frame().T
Out[ ]:
N_Creatives_W0 N_Creatives_W1 N_Creatives_W2 N_Creatives_W3 N_Creatives_W4 N_Creatives_W5 N_Creatives_W6 N_Creatives_W7 N_Creatives_W8 N_Creatives_W9 N_Creatives_W10 N_Creatives_W11 N_Creatives_W12 N_Creatives_W13 N_Creatives_W14 N_Creatives_W15 N_Creatives_W16 N_Creatives_W17 N_Creatives_W18 N_Creatives_W19 N_Creatives_W20 N_Creatives_W21 N_Creatives_W22 N_Creatives_W23 N_Creatives_W24 N_Creatives_W25 N_Creatives_W26 N_Creatives_W27 N_Creatives_W28 N_Creatives_W29 N_Creatives_W30 N_Creatives_W31 N_Creatives_W32 N_Creatives_W33 N_Creatives_W34 N_Creatives_W35 N_Creatives_W36 N_Creatives_W37 N_Creatives_W38 N_Creatives_W39 N_Creatives_W40
0 2370 2311 2079 1764 1396 1052 853 622 511 448 351 241 231 211 201 190 180 169 142 136 111 104 97 67 47 33 27 24 11 11 11 11 11 11 11 11 11 11 7 5 2
In [ ]:
creatives_df2 = pd.DataFrame(
    {'n_creatives': n_creatives.values,
    'ctr_means': ctr_means.values,
    'cvrbf_means': cvrbf_means.values,
    'cvrsv_means': cvrsv_means.values,
    'sales_cvr_means': cvrint_means.values}
)
creatives_df2.reset_index(drop=True, inplace=True)
creatives_df2.head()
Out[ ]:
n_creatives ctr_means cvrbf_means cvrsv_means sales_cvr_means
0 2370 0.374186 39.272953 0.140441 0.429555
1 2311 0.357175 52.604816 0.145592 0.585678
2 2079 0.344800 46.170140 0.136816 0.562004
3 1764 0.292899 44.055353 0.122841 0.514986
4 1396 0.202293 35.272214 0.078685 0.455427
In [ ]:
# Plot number of creatives against KPIs
fig, ax = plt.subplots(2, 2, figsize=(18, 10), sharex=True)

sns.regplot(x='n_creatives', y='ctr_means', data=creatives_df2, ax=ax[0,0])
ax[0,0].set_title('Average CTR vs Creatives')
ax[0,0].set_ylabel('CTR')

sns.regplot(x='n_creatives', y='cvrbf_means', data=creatives_df2, ax=ax[0,1])
ax[0,1].set_title('Average Buy Flow CVR vs Creatives')
ax[0,1].set_ylabel('Buy Flow CVR')

sns.regplot(x='n_creatives', y='cvrsv_means', data=creatives_df2, ax=ax[1,0])
ax[1,0].set_title('Average Site Visit CVR vs Creatives')
ax[1,0].set_ylabel('Site Visit CVR')

sns.regplot(x='n_creatives', y='sales_cvr_means', data=creatives_df2, ax=ax[1,1])
ax[1,1].set_title('Average Sales CVR vs Creatives')
ax[1,1].set_ylabel('Sales CVR')

plt.show()
In [ ]:
creatives_df2.corr()
Out[ ]:
n_creatives ctr_means cvrbf_means cvrsv_means sales_cvr_means
n_creatives 1.000000 0.997729 0.985216 0.994686 0.976511
ctr_means 0.997729 1.000000 0.983302 0.998449 0.973790
cvrbf_means 0.985216 0.983302 1.000000 0.987495 0.997707
cvrsv_means 0.994686 0.998449 0.987495 1.000000 0.978633
sales_cvr_means 0.976511 0.973790 0.997707 0.978633 1.000000

The number of creatives in market is highly correlated with average KPIs so, theoretically, increasing the number of creatives also increases KPI.

Additional Analysis¶

Data Variables¶

In [ ]:
# Remove week features
social_data = social_data.iloc[:, :16]
social_data.info()
<class 'pandas.core.frame.DataFrame'>
Int64Index: 2452 entries, 0 to 13216
Data columns (total 16 columns):
 #   Column             Non-Null Count  Dtype  
---  ------             --------------  -----  
 0   Creative ID        2452 non-null   object 
 1   funnel             2452 non-null   object 
 2   publisher          2452 non-null   object 
 3   lob                2452 non-null   object 
 4   product            2452 non-null   object 
 5   theme              2452 non-null   object 
 6   kpi_audience       2452 non-null   object 
 7   creative_versions  2452 non-null   object 
 8   price              2452 non-null   object 
 9   price_placement    1242 non-null   object 
 10  discount           2452 non-null   float64
 11  offer_placement    1242 non-null   object 
 12  offer_group        2452 non-null   object 
 13  asset_type         2452 non-null   object 
 14  video_type         2360 non-null   object 
 15  length             2452 non-null   object 
dtypes: float64(1), object(15)
memory usage: 325.7+ KB
In [ ]:
social_data.describe(include='object')
Out[ ]:
Creative ID funnel publisher lob product theme kpi_audience creative_versions price price_placement offer_placement offer_group asset_type video_type length
count 2452 2452 2452 2452 2452 2452 2452 2452 2452 1242 1242 2452 2452 2360 2452
unique 2452 3 7 2 7 14 15 12 8 5 7 7 5 6 7
top Creative 1 UF Publisher 3 LOB 1 Product 3 Theme 2 Audience 1 Creative 3 No Price No Price No Offer No offer Vid Live Action :15
freq 1 1432 1166 1653 938 1157 1052 900 1342 574 559 2159 2355 1030 1132
In [ ]:
social_data.describe(include='float')
Out[ ]:
discount
count 2452.00000
mean 5.09584
std 7.51043
min 0.00000
25% 0.00000
50% 0.00000
75% 10.00000
max 25.00000
In [ ]:
social_data.duplicated().any()
Out[ ]:
False
In [ ]:
# Visualize proportions
cat_data = social_data.drop(columns='discount').fillna(np.nan)
for col in cat_data.columns[1:]:
    # Get proportions
    means = social_data[col].value_counts(normalize=True)

    # Formatting condition
    if len(means) > 4:
        plt.figure(figsize=(12, 6))
        plt.xticks(rotation=45)

    # Plot
    sns.barplot(x=means.index, y=col, data=means.to_frame())
    plt.title(f'{col.capitalize()} Proportions')
    plt.ylabel(f'P({col.capitalize()} = x)')
    plt.yticks()
    plt.show()

Offer_group and Asset_type both contain a value that occurs over 80% of the time in the data. Since the other values are rare, there is no way to "balance" the data. These features will likely not prove useful in predicting. Features publisher, product, theme, creative_versions, price, price_placement, offer_placement and length will be tweaked slightly in an attempt to have more balanced outcomes.

In [ ]:
# Unbalanced variables
publishers = ['Publisher 1', 'Publisher 12', 'Publisher 15', 'Publisher 18']
products = ['Product 4', 'Product 6', 'No Product']
themes = ['Theme 1', 'Theme 5', 'Theme 8', 'Theme 9', 'Theme 10', 'Theme 13', 'Theme 14']
audiences = ['Audience 2', 'Audience 3', 'Audience 10', 'Audience 12', 'Audience 16']
creative_vers = ['Creative 1', 'Creative 2', 'Creative 11', 'Creative 12']
prices = ['Price 2', 'Price 3', 'Price 4', 'Price 5', 'Price 6', 'Price 7']
price_placements = ['Creative & Link Only', 'Creative, Post Copy & Link']
offer_placements = ['Creative & Post Copy Only', 'Creative, Post Copy & Link', 'Post Copy Only', 'Link Only']
lengths = ['No Length', ':09', ':20']

social_data['publisher'] = social_data['publisher'].replace(publishers, 'Other')
social_data['product'] = social_data['product'].replace(products, 'Other')
social_data['theme'] = social_data['theme'].replace(themes, 'Other')
social_data['kpi_audience'] = social_data['kpi_audience'].replace(audiences, 'Other')
social_data['creative_versions'] = social_data['creative_versions'].replace(creative_vers, 'Other')
social_data['price'] = social_data['price'].replace(prices, 'Other')
social_data['price_placement'] = social_data['price_placement'].replace(price_placements, 'Other')
social_data['offer_placement'] = social_data['offer_placement'].replace(offer_placements, 'Other')
social_data['length'] = social_data['length'].replace(lengths, 'Other')
In [ ]:
# Visualize proportions
cat_data = social_data.drop(columns=['discount', 'offer_group', 'asset_type']).fillna(np.nan)
for col in cat_data.columns[1:]:
    # Get proportions
    means = social_data[col].value_counts(normalize=True)

    # Formatting condition
    if len(means) > 3:
        plt.figure(figsize=(12, 6))
        plt.xticks(rotation=45)

    # Plot
    sns.barplot(x=means.index, y=col, data=means.to_frame())
    plt.title(f'{col.capitalize()} Proportions')
    plt.ylabel(f'P({col.capitalize()} = x)')
    plt.yticks()
    plt.show()
In [ ]:
# Check for anomalies
social_data[social_data.discount < 0].shape
Out[ ]:
(0, 16)
In [ ]:
# Check for anomalies
social_data[(social_data.price_placement == 'No Price') & (social_data.discount > 0)]
Out[ ]:
Creative ID funnel publisher lob product theme kpi_audience creative_versions price price_placement discount offer_placement offer_group asset_type video_type length
2150 Creative 2151 UF Publisher 5 LOB 1 Product 1 Theme 2 Audience 11 Creative 5 No Price No Price 10.0 Other No offer Vid Live Action :15

There seems to be only one creative where there is no price, yet there is a discount. Since it's only one creative, we can simply change the discount value to 0.

In [ ]:
social_data.loc[2150, 'discount'] = 0

Get data ready for modelling¶

In [ ]:
# One hot encode new social channel data and add new feature
final_dummy_data = pd.get_dummies(social_data, columns=cat_data.columns[1:], drop_first=True).drop(columns=['offer_group', 'asset_type'])
final_dummy_data['discount_applied'] = final_dummy_data['discount'].apply(lambda x: 1 if x > 0 else 0)

labeled_social_data.drop(columns=['offer_group', 'asset_type'], inplace=True)
labeled_social_data['discount_applied'] = labeled_social_data['discount'].apply(lambda x: 1 if x > 0 else 0)

# Remove W41 to W47
for week in labeled_social_data.columns:
    if week[-3:] in weeks_to_drop:
        labeled_social_data.drop(columns=week, inplace=True)
In [ ]:
final_dummy_data = pd.merge(
    final_dummy_data.reset_index(),
    week_data.reset_index(),
    how='inner',
    left_on='index',
    right_on='index'
)
final_dummy_data.drop(columns='index', inplace=True)

final_labeled_social_data = pd.merge(
    labeled_social_data.reset_index(),
    week_data.reset_index()[['index']],
    how='inner',
    left_on='index',
    right_on='index'
)

# Drop bad features for modelling
# to_drop = ['index', 'Mean_Spend', 'total_spend', 'total_Impressions', 'Mean_CTR',
# 'Mean_CVRS', 'Mean_CVRBF', 'Mean_CVRSV', 'Peak_CTR', 'Peak_CVRS', 'Peak_CVRBF',
# 'Peak_CVRSV' ,'Med_CTR', 'Med_CVRS', 'Med_CVRBF', 'Med_CVRSV'
# ]

# final_labeled_social_data.drop(columns=to_drop, inplace=True)
In [ ]:
# Reorder discount_applied column
discount = final_labeled_social_data.iloc[:, -1]
final_labeled_social_data = final_labeled_social_data.iloc[:, :14]
final_labeled_social_data = pd.concat(
    [final_labeled_social_data.reset_index(),discount.reset_index(), week_data.reset_index()], axis=1
)
final_labeled_social_data.drop(columns='index', inplace=True)
In [ ]:
final_dummy_data.to_csv('ML_data/dummy_ml.csv', index=False)
final_labeled_social_data.to_csv('ML_data/labeled_ml.csv', index=False)

KPI + Impressions and Spending Distributions¶

In [ ]:
week_data.reset_index(drop=True, inplace=True)
In [ ]:
# Plot distributions of click through rate
for idx, ctr in enumerate(ctr_w):
    plt.figure(figsize=(20, 6))
    week_data[ctr].plot()
    plt.title(f'CTR Week {idx} Distribution')
    plt.xlabel('Creative')
    plt.ylabel('CTR')
    plt.show()
In [ ]:
# Plot distributions of buy flow conversion rate
for idx, bf in enumerate(cvrbf_w):
    plt.figure(figsize=(20, 6))
    week_data[bf].plot()
    plt.title(f'Buy Flow CVR Week {idx} Distribution')
    plt.xlabel('Creative')
    plt.ylabel('CVR(BF)')
    plt.show()
In [ ]:
# Plot distributions of site visit conversion rate
for idx, sv in enumerate(cvrsv_w):
    plt.figure(figsize=(20, 6))
    week_data[sv].plot()
    plt.title(f'Site Visit Week {idx} Distribution')
    plt.xlabel('Creative ID')
    plt.ylabel('CVR(SV)')
    plt.show()
In [ ]:
# Plot distributions of sales conversion rate
for idx, sales in enumerate(cvrint_w):
    plt.figure(figsize=(20, 6))
    week_data[sales].plot()
    plt.title(f'Sales CVR W{idx} Distribution')
    plt.xlabel('Creative ID')
    plt.ylabel('Sales CVR')
    plt.show()
In [ ]:
# Plot distributions of impressions
imps_w = [week for week in week_data.columns if week.startswith('Impressions')]
for idx, imp in enumerate(imps_w):
    plt.figure(figsize=(20, 6))
    week_data[imp].plot()
    plt.title(f'Impressions Week {idx} Distribution')
    plt.xlabel('Creative ID')
    plt.ylabel('Impressions')
    plt.show()
In [ ]:
# Plot distributions of spending
spend_w = [week for week in week_data.columns if week.startswith('Spend')]
for idx, spend in enumerate(spend_w):
    plt.figure(figsize=(20, 6))
    week_data[spend].plot()
    plt.title(f'Spend Week {idx} Distribution')
    plt.xlabel('Creative ID')
    plt.ylabel('Spending')
    plt.show()